The Reaserch On Advertising Marketing Strategy Of Hebei Radio And Television Station Farmer Channel

With the change and development of information technology in recent years,the Internet and self-media are increasingly popular.The market-oriented reform of China's media industry has been gradually implemented.The operating environment of the television industry has undergone profound changes.Competition among various media is increasingly fierce.The development of the TV industry has also encountered unprecedented difficulties.Many television stations are facing the loss of audience and the decline in advertising revenue.As a provincial-level channel affiliated to Hebei Radio and Television Station,Farmer Channel is also facing the severe situation faced by the nation television industry.How to improve the product quality,and improve the advertising revenue,has become an urgent problem to be solved of Farmer Channel.Taking Hebei Radio and Television Station Farmer channel as the research guided by relevant theoretical knowledge,this paper discusses the advertising management strategy of ground channel by comparing the data with other media platforms in the province and combining the market situation,competitive environment and audience intention.This article will follows the idea of “asking questions,analyzing questions and solving questions”and focus on the advertising and marketing strategy of Farmer Channel.Based on the channel's recent ratings and income-generating data,it will put forward a marketing strategy improvement plan that conforms to the positioning and characteristics of Farmer Channel through macro-environment,industry environmental and SWOT analysis,combined with 6P marketing theory,finally put forward the marketing strategy improvement plan included improve products,strive for high-end,expand channels and absorb resources,etc..It is hoped that under the realistic conditions of rapid development of new media,in-depth life of mobile Internet,and the imminent popularization of 5G technology,the program content and marketing strategy can be organically combined to complement each other and form a virtuous circle,thus enabling Farmer Channel to enhance their competitiveness and obtain long-term development.