4I Strategy Research On Channel Marketing Of Hunan Golden Eagle Cartoon

It is ten years since the founded of the first children's channel in China. However, as the development of media market and the continuous change of the audience demands, the competition between the channels has been increased, which has brought challenges to the development of children's channel. Hunan Golden Eagle Cartoon has properly used strategies of Individuality, Interesting, Interaction and Interests, which helps them to win the competition, and its ratings firmly secured in the children's channel in the first position.The Golden Eagle Cartoon Channel has use the personalized marketing strategy on the aspect of channel positioning and the arrangement of act. The channel sets its target audience from 4-45 years old, playing the self-made cartoons, introducing the parenting show and use the original programming mode, etc. Besides, channel has implement the interesting marketing strategy on the aspect of packaging and arrangement. The mascot "Jimmy card", all kinds of interesting programs and presided over the mission of "flying family" are made for a symbol of joy. In addition, the channel has increased the interaction with the audience on Weibo, WeChat and APP. The followers on each social media are far more than any other child channels. Meanwhile, the channel has firmly grasped the relationship between the audience, advertisers and itself, creating the market strategy which has reach the destination of "all win".The Golden Eagle Cartoon Channel still has something to be optimized. For instance, the range of target audience is too wide; the content of the program is more likely to aim at adult; the host of this channel still need to be trained, the interact is confined to the luck draw and brand value has not been fully extended, etc. The Golden Eagle Cartoon Channel is need to fully separate the the personalized market, increasing the content of program and enlarge the marketing effect of the host. Besides, it is necessary to increase the interaction and enlarge the "Golden Eagle Cartoon" brand effect.