On City Tv Channel Integrated Marketing Communication

From the end of the last century, our country television medium starts the double track of "institutions, enterprise management" ,and walks to the road of "Self-financing, autonomous, self-accumulation and self-development". The development of the television medium can't only focus on the production of television programmed content, but to the introduction of management, marketing concepts, understand the market to cater to the market .Currently, China's television market has taken shape and now it's from a buyer's market to a seller's market gradually. In a buyer's market, the audience (consumer) market is the main market in the type of product, quantity and quality must be "audience (consumer) demand" as a guide. TV media competition between the main performance for the audience to "eye" for, in essence, that is, the audience attention and loyalty of contention. Television and other media should not only for a limited audience, but also start the internal section of the industry, media and other channels and between different levels of competition.In the TV media market in China, CCTV and the provincial Satellite TV has been occupying most of the television market in. Faced with CCTV and the provincial-level TV or even the foreign media of fierce competition, local media as a city television channel is how to deal with it? How can the media in the fierce competition in the media retain their unique status, the audience formed a unique attraction? It is necessary to consider urban channels and important issue, this paper is to focus on resolving the issue.At present, China's most cities have embarked on a television channel professional development. TV channel specialized requirements of the overall layout, programming model, the program has distinctive style, the reunification of the characteristics, channel image prominent, with the overall package, planning, channels within the columns are the backbone to achieve quality, have a common brand, A force, in a television competition in a brand effect.In major cities nationwide survey of TV viewer ship, CCTV and the provincial-level TV television section has been in the forefront of television viewers viewing selection. And the city TV program is always difficult to get the audience's long-term concern, because in addition to the macro level factors, mainly in the following aspects: First, professional channels not professional. Second, the programme content and channel targeting do not match. The third is the lack of good columns. Fourth, the columns do not meet during the broadcast of the audience viewing habits. Fifth, do not attach importance to the promotion section. 6 chaos is advertising spots, the viewing audience does not consider psychological.Of course, the city TV has large and medium-sized cities do not have the advantage of the media, such as the structure of small, less staff, operating costs and system costs are in a debugger can control the scope of change more easily; have a certain geographical advantages ect. The city TV should change the city's current operating status, change management, change attitudes, change the thinking of invigorating mechanism, integration into the market, have market-oriented and has a strong sense of competition, implementation of "enterprise management."Integrated Marketing Communication Theory is the latest marketing sector theoretical results, it stresses the dissemination of targeted consumer-oriented principle, integrated marketing communication of modern marketing concepts and methods of importing and marketing will become a television media is the way out. TV media can not be extended to "content is king" business philosophy, and the need to pay attention to the audience choice and demand, and cultivate a unique brand to the media in the complex and unique in the media environment, which requires "content is king" and "brand Marketing, "the two go hand in hand.The city TV's development must first be accurately find a market for their own survival and the right marketing strategy to the media's long-term development. Media marketing strategy is the core content of market segmentation selects target market, competition from the perspective of the identification of market positioning, then organic integration of all available marketing elements of the development marketing mix to achieve marketing goals.In the television market competition, the city TV should take the channel as the command; take the program as the cutting edge, forms the brand column, this must works hard in the column plan and the creativity. The city television channel's column plan first needs to focus the native place. The television program localization takes one idea, is refers to the television media to compete for the adaptation range of influence which in the industrial operation aspect is adopted the audiences the numerous demands and political, the economical and the humanities requirements of environment overall mentality. In short, is maximum limit the conformity resources, and provides the high-quality service according to the local audience's demand production personalization's television product, seizes this locality the numerous market management strategies. Focuses the native place, not only need pay attention to the native place common people's life, but must let the native place the common people feel from the column to one humanities concern.The city television column's plan has the individuality to be also insufficient only, must manifest own competitive power, not only need be fresh, be unusual, for the human in visual enjoyment, must have the connotation, have the quality more importantly, to receives the audiences to have the true help and the influence. Therefore, makes the television brand column, but must entrust with it the rich cultural quality, only then contains the rich cultural quality television column, only then has had the competitive power.TV channels in the city of integrated marketing communication should also pay attention to TV channels and publicity section of the overall package, the overall package of channels to introduce new model: advertising channels = + + programming package publicity, so that the programmers broadcast on local television viewers conform to the viewing habits Ratings and the law through marketing activities, two-way interaction with the audience, expanding the media and the columns of influence.