The Analysis Of Provincial Satellite TV Station Marketing Based On MicroBlog

China's Central Television, Provincial Satellite TV Station and City TV station have been competing with each other after 31 Provincial Satellite TV Stations sent their signals nationwide. Operational principles and strategies for Provincial Satellite TV Station have been changing following the change of media policy, audience market and competition environment. In order to get more audience share and advertisers' capital, Provincial Satellite TV Station started analyzing audience's need and promoting itself accordingly.The heat of microblog(Chinese Twitter)marketing brought new opport unities for Provincial Satellite TV Station's promotion and marketing. Based on a large number of Provincial Satellite TV Station's marketing case research based on official microblog, analysis of the documents, it is concluded that the motivation and demand,features and functions,target and pattern and problems of the Provincial Satellite TV Station's marketing based on official microblog. The Provincial Satellite TV Station's marketing based on official microblog is the inevitable demand of the era of med ia convergence, and a peer competit on survival,and an objective need to meet the demands of the audience.In terms of the demand, the Provincial Satellite TV Station's marketing based on official microblog need create conditions of word-of mouth, need save the cost of marketing, need improve the TV audience loyalty,and need guarantee the TV brand marketing effect.It has the characteristics of the overall design style,diversified marketing content and interactive information communication.It has the function s of information release,brand promotion,event marketing,network marketing and public relationship management.It is based on three goals: stay loyal audience,competition free audience and get higher attention,using the integrated marketing,viral marketing and wet marketing patterns. As a kind of new marketing mode, due to the restriction of subjective and objective conditions, in actual Provincial Satellite TV Station's official microblog marketing process, there are some problems such as the interactive marketing using single means,marketing platform using single mode,and marketing effect is limited.Based on the operating status quo and the operating environment of the Provincial Satellite TV Station's marketing based on official microblog, for Provincial S atellite TV Station's microblog marketing problems, we should begin from paying attention to interactive marketing depth and innovation, and set up the strategic idea of marketing based on official microblog,and then ues more power to interact, inspire the enthusiasm and passion of the audience, and reveal element of interests, establish a stable customer group,and establish the fans' s database to implement accurate positioning, so as to realize the Provincial Satellite TV Station's marketing based on official microblog maximization of value.