Research On The Operation Strategy Of Yangzhou Bus Mobile TV

From the worldwide view, the development of public transportationmobile TV has a history of more than ten years. In recent years, Yangzhoubus mobile TV shows a positive development, social influence and marketappeal have been improved. With the innovation of information technology,the rise of new media, such as smart phones and tablet PCs, impact on theformation of the bus mobile TV.From the perspective of operationalmanager, and on the background of challenges and opportunities, papertakes Yangzhou bus mobile TV as the research object, analyzes the problemsin its development, present future development strategies.Dissertation literature research and practical method of combininginspection system Yangzhou bus mobile TV combed birth and developmentpath; SWOT analysis, parsing Yangzhou bus mobile TV currently hasinternal strengths and weaknesses and the external opportunities and threats.Relying on Yangzhou radio and television station’s solid technical andcontent advantages, coupled with eternal Yangzhou tourism as a pillarindustry, and the priority to the development of urban public transportdevelopment ideas, Yangzhou bus mobile TV is facing opportunities fordevelopment. But bus mobile TV lack of originality, impact of new mediaand the popularity of private cars, also threat on the bus mobile TVdevelopment. Based on the results of the SWOT analysis, paper presentSO-strategy. From the bus mobile TV content development, marketingstrategy, advertising strategy, diversity and other aspects of the profit modelfor interpretation. Three typical case studies how to use new media platforms three-dimensional propagation marketing approach made asummary and reflection.Paper argues that quality content production firm identified thedevelopment of ideas, combined with the Internet platform for cross-media,three-dimensional bundled promotion and marketing. Relying on localculture, exploit local advantages, leveraging new media platforms, shapingYangzhou bus mobile TV media brands, are the core development strategiesin the coming years.