Chinese Television Program Interactive Marketing Research Under The New Media Environment

With the coming of New Media Era, the hegemony of communication channel has been ended,and television media is facing unprecedented competition in the market. Internet and other new media have built a communication bridge between the media and the audience. Televison,as a traditional sense of powerful media,should focus on the initiative and critical capability of them. From different dimensions and angles, we should try to understand the wishes、attitudes、behaviors and tendencies of the audience when they are watching TV.If a TV column wants to stand out in many programs of the same type, the key lies in the innovation of the ideas and forms,and network interactive marketing is the innovation part of TV column marketing.It utilizes interactive marketing such as website marketing,news marketing,microblogging marketing,SNS marketing etc. In order to achieve a truly interactive communication with the audience,in-depth study is particularly necessary.Using content analysis、literature research method、case studies、induction and comparative Iaw,the dissertation will take a specific TV program as a research sample.Through a large number of comparisons and data,we will grasp the new environment of China’s TV column in the new media age(technical environment and social and cultural environment). We will study the the interactive relationship of TV and new media,and focus on the specific part of the interactive content production and the platform path to build.The dissertation systematically analyzes the content production characteristics which is image transmission-oriented and study the periodic marketing strategy of the program. Finally,by the deep analysis of interactive brand communication strategy,the profound study of column interactive content production and marketing promotion,we will explore how a TV column,through the implemention of "interactive marketing",to become a famous brand program successfully in the digital context.We have obtained from the research that:In the future,TV program and TV media should stick to core competence,fully discover and utilize the character of the new media environment.Driven by social responsibility,TV media should continue to strengthen self-discipline and fully satisfy the ever-changing psychological needs of the mass audience. We should make good use of traditional media、internet new media and a variety of communication channels,on the one hand,continue to make breakthroughs and innovations so as to shape a distinctive brand image and enhance the program influence;on the other,by the application of new media technology platform,we can use interactive marketing tool to promote the brand level of televison media. Through a full range of communication and dialogue to achieve the real "audience centered",and realize the real sense of "the medium is an extension of human". Only in this way can we maintain the victorious position in the intensive media market.