| The positioning of the provincial satellite TV in China has become a basic strategic issue for its survival and development. Contemporary famous marketing strategist Jack Trout expresses his strategic thinking in his book Positioning. In this paper, by using Jack Trout's theory of positioning, the author analyzes incisively the positioning of the Chinese provincial satellite TV from the following three aspects: program positioning, channel positioning and brand positioning. The author seeks to explore in depth the inherent laws of the positioning of the provincial satellite TV in China.From 1988 to 1999, China's satellite television industry has made a great progress. Its overall capacity has been greatly improved. Whereas, at the same time, there have been also revealed some problems that will impede the development of the provincial satellite TV. For example, the government neglected market management severely at that time. Thus, that led to the similarity between many different TV stations. And it is not a good phenomenon. After the mid-1990s, with the accelerating process of marketing, the role of Chinese provincial satellite TV has changed gradually. They began to pay more attention to their commercial capacity. To seek more space for development, each TV station tries their best to get out of the former confusing positioning. And it is not a easy one to do.For most provincial satellite TV, it is very difficult to establish a professional channel because market factors and policy factors are not mature yet. Through painstaking and persisting exploration, they finally find a perfect solution. That is to establish a featured channel. In this way, the provincial satellite TV can pursues their own personal characteristic, fulfills their social responsibility, and seeks to maximize their market share, too. Fortunately, many TV stations have realized that point. And they have already made a pretty good performance in their own way. The author chooses three of them as objects of research and has a detailed analysis on them. The first one is Guang Xi Satellite TV—female characteristic channel. The second one is An Hui Satellite TV—TV play marts. The third one is Hu Nan Satellite TV—Happy China. The author hopes that it can provides a reference on system optimization, coordinated development and enhancement for Chinese provincial satellite TV groups. |
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