Hunan Tv Marketing Strategy Research

The competition on TV channel, not only for the performance of structuralcompetition, but also in the number of competitive level. The four levels of the TVchannel total close to3000, while the ordinary families TV digital channel number ismore than60. Increasesing of channel number brings the direct result is the obviousaudience segmentation, rating and market share of each channel declining. Thesechanges affect the media business and profitability. TV industry competition changesfrom the original program content competition, TV channel competition to the TVplatform competition. In this round of the contesting audience, the contest between theprovincial satellite TV become the main competition.Based on TV industry competition, this article took Hunan TV as a specific case,from the perspective of channel strategy, applied communication, marketing, mediastrategy and other related theories, analyzed the Hunan satellite TV on the strategictrain of thought, mode of operation. The purpose of this article is analyzing the TVmedia strategic competition theory and giving guide for TV competition strategy.This paper was divided into five parts. The first part is the introduction, theresearch background, purpose and significance of study, research methods, possibleinnovation and insufficiency of generalization and explanation, discussing SWOTenvironment analysis theory, STP theory, brand marketing theory, marketing theoryand its development and evolution, and then combs out the macro logic framework.The second part, the marketing environment of the Hunan satellite TV are analyzed,and the SWOT analysis, including the Chinese Provincial Satellite TV mediamarketing situation, Hunan satellite TV, facing the internal and external competitiveenvironment, are prepared for Hunan satellite TV marketing strategy research. Thethird part focuses on market segmentation, target market, market positioning on HunanTV's STP strategy. The fourth part, the Hunan satellite TV brand strategy is studied inthree aspects: brand positioning, brand packaging, brand communication. The fifth partdiscusses Hunan satellite TV brand strategy in three areas: the plurality of media,channel extending transversely, the flexible cooperation between medium andenterprises.Based on Hunan TV's STP strategy, brand strategy, alliance strategy research,some strategic suggestions for the provincial satellite TV competition were put forward:media products must pass three stages: brand rudiment, basic brand, brand appreciation,and then can enter the market to participate in competition. Hunan TV marketingstrategy can provide reference to other provincial satellite TV: accurate market andbrand positioning, creating the star resources, a clear strategic path and effectiveimplementation is the key of TV competition strategy.