Analysis On Advertisement Marketing Strategy Of Dalian Radio And Television Broadcasting Station

With the popularity of the TV digitalization growing, more TV channels become available in Dalian. Facing fierce competition, Dalian Radio and Television Broadcasting Station is now under higher operating pressure than ever before. How to focus more accurately on the target market and how to make more efficient marketing strategy have become an essential tasks for the marketing department to consider and tackle with.Based on the relevant theories of marketing, advertising and communication, this article analyses the problems existing in the advertisement marketing of Dalian Radio and TV Broadcasting Station. Also, it adopts various analysis approaches to make the marketing strategies for the station. First, the article analyses the macro and the industrial environment of the advertisement business in Dalian Radio and TV Broadcasting Station, based on the discussion of the current study situation and the application situation of advertisement marketing theories of China and other countries, and finds the external opportunities and threats of the station. Second, by evaluating the internal resources and competitiveness of Dalian Radio and TV Broadcasting Station, it concludes the main merits and the demerits of the station. Third, depend on the market environment of the advertising industry, it figures out the target market of the advertising business of the station and then performs accurate positioning for the advertising market.In addition, it describes the process of adopting4P strategy to study the marketing strategies of the station’s advertisement products to make relevant marketing strategy package. Last, to ensure the efficient implementation of the above marketing strategies, it proposes brand new suggestions of marketing strategy, including optimizing the product structure, build complete KPI systems, cultivate the enterprise culture and exploit relationship marketing etc.