Research On The Positioning Strategy Of Provincial Level Satellite TV Station

Chinese TV media in the development process through the long decades towardsthe satellite era, and now it is spread through the Internet force on the digitizeddirection of propagation strides forward. Recalling Chinese television media in thedevelopment of "satellite" stage, not difficult to find those who can get to stand out ina number of channels have a successful provincial TV channels showing theircharacteristic similarities.But not all provincial TV has its own unique differences, most of the provincial TV,there are still no distinctive characteristics, the theme does not highlight other issues.At the same time, faced with the challenges of CCTV, other provinces television,new media, etc., even if the channel is already clear theme and start practicing theirprovincial TV also "looking place, location, place" to go on this road very difficult.Provincial Satellite positioning on the status of the current practice of view, thereare four main positioning modes: one character, to characteristics of the programcontent, style win; Second, specialization in the field of professional content toappeal to a certain point, looking the target audience; Third, regionalization, biggerand stronger in the regional context. Although the presence of these three types ofpositioning in the specific implementation process is different, but the essence is theuse to create their own value and differentiation of other provincial TV, highlightingtheir characteristics.Furthermore, from a strategic point of view, the development of provincial TV inorder to continue to maintain a healthy long-term profitability, to rely solely on oneaspect of the positioning is absolutely not enough. Also need to be updated macromedia management concepts, innovative ways to run, from the past to the extensiverefinement slowly changing channel differential positioning in the search for theroad.But while Chinese television media in the present highly developed media management to seek new development, I want to say goodbye," TV withoutstrategy", but for most of the provincial TV managers, strategic vision to look atpositioning and management channels they still lacking.Based on the full analysis of the competitive challenges of the macro environmentin which the provincial TV, micro-positioning scenarios facing the development andpositioning, on the basis of the existing problems, the introduction of strategicmanagement thinking provincial TV, and want to use the strategic managementthinking to disarm Satellite positioning confusion today after its development, theprovincial satellite positioning is more specific, the development of faster and better.