Research On The Marketing Strategy Of Henan TV ’s "Yu·move Up" Section

Sports news program on TV is an important meeting point for sports on TV and television news programs, as well as an important window to show the public fitness activities.Henan Province, a large population base, although with a huge sports population, but the proportion is low, and the development of sports industry in Henan is a inevitable requirement of improving people’s health and fitness levels. The province has been suffering from the absence of professional sports channels or sports sections to promote sports and achievements of our province. In this context,the establishment of "Yu· move up" meets the social and cultural needs, but also to promote the public fitness activities. However, how this sports programs which with the excellent "gene" in business, to raise the overall quality of the column, increase ratings columns, columns increase advertising revenue, it is a difficult problem, but also the significance of this research.The thesis uses the market marketing theory, using a variety of research tools, analysis of the column as the background of the establishment and significance, the column, the marketing environment, industry environment, competition environment and market demand are analyzed in detailed, clear the column of the market demand is universal, its establishment is not accidental, but inevitable, column is raised in an environment full of opportunities and challenges. Then from the audience market and advertising market of column,the thesis made clear market segmentation, selection and positioning, the positioning is: the exclusive province, domestic initiative, new perspective to create a boutique mass sports athletics program, the majority of sports fans and television viewers provide motion information, place, transfer fitness knowledge, build a communication platform for the professional program. On the basis of market selection and positioning for the perfect operation of the column to develop the product strategy of differentiation, system; unified price system standards, promotion combination pricing, competitive pricing strategy pricing strategy; and advertising companies of indirect channel strategy and training program staff direct customers direct channel strategy, through advertising, business promotion, personal selling, public relations, the combination of promotion strategy. At last, combined with actual situation of column, from the section of the personnel, organization, quality, technology, capital, analysis and formulation of the powerful safeguard measures.