Case Study: Jiangsu TV "If You Are The One" Marketing Communication Strategy

The object of this study is of Jiangsu TV "If You Are the One" Program, here referred to as "If You Are the One" Program.This case full use of strategic management and marketing communication theory, from the program's marketing environment and communication strategies in all aspects of the detailed description and analysis summary. On this basis, identify the program's innovations and problems, and then make recommendations.This paper first introduces the background of the case, an overview of the history of the program, advertisers, host, ratings and other status. Then through the macro environment, competitive environment, demand environment and SWOT analysis model, to understand the program in which the internal and external environment, competitive pressures, its own strengths and weaknesses and the opportunities and threats facing. To provide the complete and comprehensive basis for the program's marketing strategies through these analyse.Based on above analysis, we use STP Model to select the market segments and positioning, then use 4P Model to analyse its integrated marketing strategy, and focus on three main marketing communication strategies, they are the topic of marketing, interactive marketing and brand marketing.This program is mainly use the power of media and consumer word of mouth, and let the media product or service become the topic of consumers, in order to form a marketing focus to achieve results. Second, the popularity of the Internet and the network platform for discussion, the interactive marketing and online media for the organic integration of TV media, and use a good brand marketing strategy to build its ratings myth.Of this case study not only for our understanding and knowledge of different marketing communication strategies, program planning learning provides a good theoretical and practical basis, it's also played a positive role in the reference for the similar TV programs. At the same time, it has an important reference value for the corporate marketing communications strategy, innovation and diversification of integration.