Research On The Business Strategy Of YZTV Advertising Business In The New Media Time

In the promotion of new media technology revolution, the advertising market by the great impact of network media. In this regard, local TV media should be treated calmly. Based on the theory of law of marketing, the initiative to accept the reality of the development of new media advertising, speed up the adjustment of business strategy, marketing strategy formulation to deal with the new media advertising business development. The only way to share in the development of new media interest, and continue to build a good media and brand awareness, with distinctive local characteristics column in the area range and even the whole country has stronger influence.This paper takes YZTV as the research object, combined with environment analysis and new media advertising marketing theory, discusses the television advertising business marketing environment and operating conditions, the use of SWOT analysis and further analysis of the advantages and disadvantages of YZTV advertising marketing challenges and opportunities facing. The focus from product strategy, pricing strategy, sales promotion and brand strategy four aspects of YZTV advertising business marketing strategy based on 4P theory. Finally, combining with the development of new media, this paper discusses the YZTV for the new media era advertising management strategies.The innovation point of this article is, in the marketing environment and operating conditions of the third part of the analysis of YZTV advertising business, through field visits and questionnaire survey, empirical analysis of the development situation of YZTV advertising business, advertising and business situation of the television business from the investment structure, sales channels, the division of time, the pricing mechanism etc. a detailed analysis, and find the existing problems. Finally, according to interviews conducted a SWOT analysis of the YZTV advertising. In the last part analysis when designing advertising business marketing strategy, will be the development characteristics of 4P marketing theory and new media together, discusses the new media era television advertising business strategy. This study for the development of new media and traditional media should take business strategy provides guidance and theoretical framework, provides positive reference significance for the reform and development of YZTV advertising business.