The Research Of Integrated Marketing Communication Theory To The GSTV Channel's Strategy

With the development of television technology, the number of TV channels has soared rapidly. The competition in the TV media market has entered to a white-hot stage. Facing seriously competition, In order to acquire perfect audience rating and advertisers' satisfaction, Gansu Radio Film & Television Service channels have to adjust the competition strategy. The Integrated Marketing Communication emphasizes that consumer is whole show of marketing. It can integrate any other essentials of communication and deliver uniform and clear sound by diverse channel. Because the IMC can be easy to work at any side and acquire perfect effect, it is very suitable to development of GSRFTV channels.The thesis's main idea is to apply the Integrated Marketing Communication to TV channel's brand position, image building, resource incorporating and etc. It is to set a consistent and unique image home and abroad, from the consumers' view, and make use of any possible resources to deliver "one sound, one image" to targeted consumers and develop interactive, deep and continuous relationship though every touch spot.The thesis clearly defined the concept of Integrated Marketing Communication and creatively built the practical application frame of Incorporated Marketing Communication theory. From the analysis of TV channels position of viewer, advertising clients, stake holders and TV channels' SWOT to the building of channel brand image of identification system and broadcast format design; from incorporating resources of channel programs, Human Resources, consumers, channel of marketing, public relations to introducing how to apply the Integrated Marketing Communication of other TV station, The thesis research roundly the application of the IMC to GSRFTV channels.