A Study On Marketing Tactics On Car Program In Guangxi TV Station

Now running operative program has been an important measure when TV Stations are dealing with competitiveness. How to make excellent program to attract more and more audience has been a key problem in the improvement process of the operation of TV program.This thesis makes car program of Guangxi TV Station "the View Horizon of Auto" as research item, draws up the market tactics about auto program in Guangxi TV Station with the theory of marketing and mass communication. The paper divides into 6 parts. The first part explains briefly the background, significance, research methods and thinking plot; the second part analyzes macro environment, business environment, program environment, TV audience, advertisers and competitors; the third part defines market strategy choices on auto program of Guangxi TV Station through SWOT analysis; the fourth part makes sure marketing matrix of program based on marketing strategy; the fifth part puts forward to relative guarantee measures according to the needs of strategy operation; the last part makes a conclusion in the end.The thesis put forward to product tactics with an aim of raising program influence, price tactics with integration system and popularization on mix pricing, promotion tactics incorporating advertisement, business promotion, staff marketing and public relations; channels tactics incorporating selling straight to advertisers and selling through advertisement agent; brand strategy on lifting program quality and leading in the communication philosophy of integration marketing; staff and process tactics with an aim of establishing harmonious internal environment through setting up train system and building complete service process. All these tactics are being expected to lift the ratings share and advertisement earnings of auto program in Guangxi TV Station. This conclusion has certain reference value on how to make marketing strategy about other TV programs.