The Research On The Experiential Marketing Strategy Of Hunan TV

The experiencing economy is coming; experience consuming and experience marketing are developing rigorously in the whole world.As the rapid increasing economy of our county and the loose of the relative policy, television station is entering into a new period. It was the"throat"of our party and country in the past, while it develops to the important part of the people'culture and entertainment. The development of the television station leads to the intense competition in the frequency channels. Does it grasp the viewers'needs of consuming? To make out a suitable television marketing tactics turns into the concerned problem of the television station. Thus, to apply with new marketing method to develop the television program is significant to both of the theory developing and reality.Experiential marketing is a new marketing method following with the emergence of experiential economy. Here in this thesis, I try to apply this new marketing method to television station management for solving the problems like lacking of characteristic, malignant competence, low customers satisfaction, etc.The conclusion is based on Hunan TV. Firstly, it introduces the related theories of experiential economy and marketing. Secondly, it combines the analysis of the television consuming which is based on the whole analysis of the marketing environment and researches the possibility and necessary of the experience marketing of the Hunan TV. Corresponding specific strategies designing methods and the use of the concrete steps.The innovation of this thesis consists in combining with experiential marketing and television industry, while the performance of research consists in the corresponding specific strategies.