Audience Viewing Behavior And Television Media Marketing Strategy,

Nowadays, the modern society is stepping into a new economy era—'knowledge economy'. In knowledge economy, information makes the most important strategic resources. As an means of information transmission, the mass media face a good chance of developing themselves. So does the TV media. Since the 1990s, mass media has expanded rapidly in china. Newspapers have increased both in number and in size, and so has TV media Competition between media becomes more and more intense. The introduction of Internet--- the fourth media, brings greater challenges to traditional media such as TV media. With the plan economy changing into market economy, the media are changing in its functions. In1996, President Jiang said: " in market economy today, news media should not only serve as a propaganda but also a business". That means, economic operations become more and more important for media to survive and develop. Media is being pushed into market gradually. What should TV media do faced with both opportunity and challenge? This thesis suggest that TV media should form the idea of competition and make proper marketing strategy according to viewers' needs. To support this idea, the positivist method of study is adopted in this thesis. First -hand data of viewer's behavior is collected through market research. Frequency analysis, descriptive analysis, cross analysis and the software of Word, Excel , SPSS are used for data processing. Other data and document are also used for supplement. What's more , the marketing strategies that TV media used now are listed in the thesis. Based on those information and the basic theories of marketing, I put forward my suggestion of STP strategy , product strategy ,promotion strategy for TV media. The whole thesis falls into five chapters. Chapter One is an introduction. Background, significance, study method, and structure of the thesis are stated. Chapter Two analyses the data of sample viewers' behavior and other relevant information. Chapter Three lists some marketing strategies that TV media use now or in the past time. Based on Chapter Two and Chapter Three, it's proved that there's a close relationship between TV media and it's viewers. TV media should consider viewers' needs as the most important thing and make market strategy to satisfy them. Chapter Four gives STP strategy, product strategy and promotion strategy of TV media. Chapter Five is a conclusion of the thesis. The main content is in Chapter Two and Chapter Four. Chapter Two include six parts. Part One states the purpose and content of market research. Part Two gives the basic information of sample viewers.1) sex, age, education, marriage status, income, occupation. 2) The percentage of viewers owing TV, computer, cable TV network, quantity channel. 3) Frequency of contacting newspaper, broadcast and TV. Part Three analyzes viewers' behavior.1) time, channel , type of program , watching environment ,watching habit.. 2) Reason for not watching TV. Part Four analyzes the mentality of viewers, including the purpose of watching, the major concerns, attitude to programs and so on. Part Five gives information of child viewers, countryside viewers and viewers in other provinces. Part Six is a conclusion of viewers' behavior, providing the data for marketing strategy making dwelt on Chapter Four. Chapter Four includes three parts. Part One is STP strategy. STP strategy refers to market segmenting, market targeting and product positioning. 1) Market segmenting. Market segmenting is the act of dividing a market into different groups of buyers who might require separate products and /or marketing mixes. The main contents of market segmenting are choosing segmenting market, principles of market segmenting and methods of segmenting .2) Market targeting. It's the act of evaluating and selecting one or more of the market segments to enter. The main content of market targeting are evaluating market segments and five market coverage strategies. 3) Product positioning.