Research On The Interactive Marketing Mode Of Zhuzhou BTV In The Era Of Mobile Internet

Zhuzhou sound wireless digital TV Network Limited Companybelongs to Zhuzhou city TV station. It is the first professional companyof wireless digital TV bisiness, which is a leading position in the industry.As a state-owned enterprise derived from the institution, its salary systemis seen as a system with problems. The salary system is addicted to thetraditional average egalitarianism and promoted according to the statusand years of being in the enterprise. It too much emphasized onemployee’s identity and position, not with the contribution, which resultsin the lack of motivation. This is not conductive to the long-termdevelopment of enterprises. Therefore, this kind of salary system can notfully meet the needs of the market economy. There is a considerabledistance and the requirement of establishing modern enterprise system.The rapid development of the mobile internet has not onlybrought about radical changes to the original way of the traditionalmarketing, such as marketing notion, consuming habit, advertisingcompaign, profit and payment mode and etc.,but also posedunprecedented chanllenges to the management of the traditional media.The research question of this thesis is the interactive marketingmode of Zhuzhou BTV. First a summarization of the literature review ofboth the domestic and foreign study on marketing mode in the era of mobile internet is provided and the structure of whole thesis is clarified.Second is the analysis on the peripheral environment of the interactivemarketing mode of Zhuzhou BTV, with a focus on the status quo of thedevelopment of the mobile internet, and the analysis of the interactivemarketing mode at both the domestic and foreign integrated managementof the two. Third is the SWOT analysis for the status quo of themarketing system of the Zhuzhou BTV. The designing of the mode of themobile internet is tailored according to the very characteristic anddemand of the mobile internet marketing at present and the sepcificcondition of Zhuzhou BTV. The whole interactive marketing systemconsists of four parts, i.e., program, entertainment, activity, andservice;the profit comes from the increased profit of the marketing of thetraditional media, the autonomous profit, the value of the cash flow onthe exchange platform and the market value of the users;a detailedconception of the promotion and management of the mode is alsoincluded. Last but not least, suggestion on the planning of theimplementation and safeguarding of the interactive marketing mode andthe controlling of the effect detection.Conclusions are drawn based on the research and designing of theinteractive marketing mode of Zhuzhou BTV:1.The mobile internet isthe opportunity of the development of traditional media in the future.2.The interactive marketing of traditional media and mobile internet is a complicated and systematic project.3.The interactive marketing modemust have its own profit mode.4.The key to the interactive marketingmode in the four changes of media toward platform, audience toward theuser, content toward product, broadcasting toward service.