The Research On TV Programs Marketing Model Innovation In The New Media Era

Under the background of TV industrialization upgrades,TV competition is increasin gly fierce.For TV program produces,it is essential that how to manage the effective pr omotion to TV program.So the tightness of TV programs and marketing tightness is g reatly enhanced.In the era of new media, television audience change their viewing habits and behavior.The traditional marketing mode of TV programs,under the limitations of the subjects of marketing and cover type of the transmission,make the communication eff ect cannot be achieved effectively.New media has played a pivotal role in the process of innovation of the television media product marketing mode.There is an inner symbi otic relationship between television product marketing model and new media.Therefor e,in the era of new media,television marketing model innovation has become a realisti c problem urgently to be solved.At the same time,why we should innovate marketing mode of TV programs and how to carry out marketing model innovation are urgently t o be researched in the industry and academia.Most of existing research of TV marketi ng model are the case analysis and not form a complete theoretical framework.This paper, using the classic 4p theory,through the in-depth analysis and system research of many problems,such as the framework study,the influence factors,the necessity of television marketing model innovation, research and excavate the innovation path of TV media products marketing mode in new media era,enrich the theoretical system of television marketing model,provide suggestions for TV marketing practices.In this paper,the research emphasis is roughly as follows:Firstly,on the basis of the definition of related concepts and characteristics of the television marketing model innovation and the new media era,through the discussion of the 4p theory,this paper argument the science of 4p theory for the study of television marketing model innovation problem,then build a research framework of the television marketing mode innovation.Secondly,based on 4p theory, we present the dynamic evolution of TV marketing model from the angle of the television program product,TV shows,TV channels and TV promotion price,then explore the influence factors of television marketing model innovation.Thirdly,we make the influence factors of television marketing model innovation as a starting point, through the analysis of the shackles of traditional TV marketing and the motivation of television marketing model innovation,then demonstrate the necessity of the TV marketing mode innovation.Then,supported by 4p theory, we explore TV marketing model innovation path in new media era from the development of television show core and related products,price factors innovation based on the perspective of audience and marketers,Internet, mobile phone,television new media marketing,new media and traditional media promotion,etc.Finally,we make the "the third season of Chinese good voice" and Tencent of new media marketing model innovation practice as case analysis.