| The article takes the current marketing situation of Chongqing Move TV Company as studying object, in the analytic way of combining theory and practice, describing the marketing strategies in details, especially the existing condition of the product series of Move TV , and trying to put the marketing strategy theories into the application of the marketing management practice. Stating witrh several key issues, the essay explores how to orient and exploit market in marketing management for media of TV.Aiming at recent marketing problems of Move TV, in SWOT analysis method, the paper analyzes the internal and external environment the company stays with; with 5 Strength Competition Model of Michael Baud, it analyzes the industry environment; with Niche -Marketing Theory, it analyzes Marketing environment of Move TV, it analyzes the product mix and present business situation of the company. With all analysis done, the paper digs out several external opportunities and the threats faced with company now, then reveals the Move TV advantages and disadvantages. Based on the large amount of data from the market survey and the analysis on the study of customers, suppliers, competitors, latent entrants, the product substitutes, the prediction on the future market, the analysis of marketing competition environment, target customers and the industry situation, the paper puts forward STP marketing strategy of Move TV. On the basis of 4PS theory of marketing management, the relationship modern marketing management and Niche Marketing concept, the paper brings forward Move TV marketing strategy, then comes up with specific counter measures, suggestions and guaranteeing measures.Some key problems in essay are quite common in the industry of media and ultra pure media. The writer tries to provide practical measures which put forward here are summed up under the guide of the theories and empirical studies. Therefore , they are of great value to the relative industries. |
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