The Research Of Marketing Strategy For Liaoning Radio "What To Eat Today" Show

Nowadays people’s attention has become scarce resources,"Eyeball Attention" battle has become the competition in the media. Broadcasting as a media is a kind of business. It is also a product. Broadcast media brand marketing uses many kinds of ways and Strategies, in order to enhance its brand awareness, attracting the attention of the audiences, and to build audience loyalty. Using modern means of marketing and operation of radio broadcasting, the broadcast media creativity can be activated.This paper focuses the problems of Marketing Strategy for Liaoning Radio" What to eat today" Show, and it analyses the problems and brings forward countermeasures, we hope to engage in program marketing media as reference.. This paper introduces the relevant theories of marketing (include product strategy, price strategy, channel strategy and promotion strategy), on the basis of relevant theories we analyses the program marketing problems, and Liaoning Radio" What to eat today" show as an example, to validate further and sum up the problems, such as:not enough program brand influential. A frequency, a radio station only gets a certain value for brand, the operator can use the brand value to invest and to form a certain scale of operation. Another example:programs homogenization phenomenon is often seen. The food security is paid more and more attention nowadays. People begin to pay attention to healthy living, and more willing to cook at home for healthy and safety. So many national media focus on the healthy food programs, so program homogenization phenomenon is self-evident, it is not difficult to see, it is important that it is not what kind of the show, but how to run a program! In addition, less program promotion, limited time, and lack of effective use of media resources are program marketing problems.For those program problems, to combine with marketing knowledge in MBA study, this paper also put forward the corresponding countermeasures, including: efficacy priority strategy that any products go to the market, its function is the most important, broadcast is not exceptional also, people in the program gets its own need information, they will believe that this program is good; media mix strategy for radio, television, Internet, mobile phone and other media work together, it will attract more audience attention and favor; in addition, brand promotion strategy, strategy of terminal packaging, targeting population also contribute to broadcast to the success of the market.