Reseach On The Marketing Strategies For Hunan TV Channel

Under the background of the third round reform in Hunan Radio and TelevisionBureau, Hunan TV channel has become a professional TV channel. As a member ofthe TV channel, it has encountered all kinds of problems and challenges, eg. how tolocate the market position for the channel, how to manage the channel scientificallyand effectively, and how to increase its competitiveness etc.. All these problems haveto be considered. It is an innovation for the channel to introduce the marketingtheories to guide the market positioning of the TV channel and channel operators andto help the channel to strengthen the management.This paper firstly analyzes the TV marketing theory, and puts forward the mainideas and methods bases on it. Secondly, the article analyzes the operationalmanagement of the status of the Hunan TV channel, focuses on the existing assets,human resources structure, market conditions. By using Porter’s five forces model toanalyze its competitive factors, while using SWTO to find strengths and opportunities,weaknesses and threats, the paper lays the foundation for the better development ofmarketing strategies. Through the analysis, it is believed that marketing strategyshould include four aspects: brand marketing, customer relationship marketing, greenmarketing and mass media marketing. In the choice and implementation of aspects ofof the marketing strategy, the three-step strategies have been adopte. The first step isto the establish the market brand. The second step goal is to perfect the operation andmanagement. The third step is to enhance the image. Specifically, the channel can useadvertising and marketing to build the brand, to strengthen ways of the costmanagement, pioneering and innovative and so on. To perfect the operating, it is veryimportant to improve the quality of Customer Service to raise the overall image.The result of this study provides an important reference in guiding HunanProvince and even the whole country local professional channels development infuture. But it also should be noted that marketing strategy should keep stable in someyears and should only be made appropriate adjustments according to the change ofpractical issues.