The Research Of Hunan Television's Exploration And Integration Strategy

The Hunan Television Army is good at exploring new programs all along. It has been the focus since it was famous for its new programs just like ' Happy Supreme Camp' ' The Appointment of Rose' .Especially in 2005, the great success of ' Super Girl' ' Chang Jin' has proved the great power of The Hunan Television Army. Why does The Hunan Television Army explore so many good programs which are accepted by the market and liked by the audience? The most important reason is that The Hunan Television Army has made great efforts on exploring of new programs. But the research of The Hunan Television Army centralizes on single program, which has not been a system. So this article will systemically discuss the strategy of exploring of The Hunan Television Army with theory of economics.It's important to explore some good programs. But the audience has more choice and the competition will be harder with the exploring of more programs. If it has no perfect marketing strategy, the good new program will not exist in hard market for a long time. But The Hunan Television Army has got howling success with the practice of the strategy of Integrated Marketing Communication in generalization of new programs. The Hunan Television Army has been aware of the importance of the strategy. But what did he do? And how did he get integrated? In this thesis, I will analyze the steps of integration of The Hunan Television Army with three reforms of The Hunan Television Army.The great success of The Hunan Television Army roots in hisattaching importance to both exploring and integration. Basing on a lot of data of television market, I analyze the practice of the Hunan Television's Exploration and Integration Strategy in communication with the latest example taken place in 2005.1 hope this has some edificatory effect on the development of other televisions.