Research On The Marketing Strategy Of Shandong Radio And Television Iqilu Network

Along with Chinese economic restructuring deepening, the supply side reform of continuous exploration in advance, the major industries are looking for new growth point. The vitality of China’s media industry with the city to speed up the process and the overall economic situation improved, the new communication way and the mode of extension in various fields continue to expand. The study found that the developed countries in Europe and America broadcasting industry has a high profit margin, and the development of China’s economy have driven the developed areas have had a breakthrough. But the current marketing research and development of the broadcasting industry in transition and the corresponding is not comprehensive enough. This study will be based on the current economic situation, the rich this The research content. The current "Internet plus" mode has penetrated into the process of economic development in the media industry, and integration, mutual promotion and common development. With the media convergence has risen from the industry consensus to the national strategic level, the financial media is bound to come into being, the media reform on the agenda.The thesis is divided into six parts. The first part is the introduction, mainly expounds the research background and the significance of this article, the main innovations of this paper, the feasibility and the framework, to the idea of depth analysis, all aspects of Shandong Radio and Television Iqilu network marketing strategy as a whole to grasp. In recent years to collect the study on radio research status, from all aspects of the brand strategy, production and broadcasting system, network marketing, etc. for sorting, on the industry development present situation analysis,and then choose the appropriate research methods of radio stations in Shandong Iqilu network marketing situation analysis, prior to the adoption of the Offer review and the idea in this paper is compared, the innovation of this paper are presented and the feasibility; the second part is with network marketing related theory summary of the fundamental research, from direct marketing,soft marketing, relationship marketing and integrated marketing four aspects of that system deals with the network marketing orientation and characteristics; the third part is the current situation of the development of Shandong Iqilu network radio and television and the existing problems,through to analyze the development situation of Iqilu, on development of modular classification and review development course based on mistakes; the fourth part is to Iqilu network development of macro and micro economic environment analysis, by aligning the pest and SWOT analysismethod Lu network current environment for the development of elaborate, and analyze its and the Internet for fusion based on challenges and, through the establishment of input-output model, clear all input on profitability with degree, provide the important reference value to the future focus of the work; the fifth part is the needle on the above analysis, put forward the corresponding marketing strategy. The sixth part is the conclusion.In the context of the current information technology, network competition and marketing behavior penetrated into the aspects, on radio stations in Shandong Iqilu network to survive the,how to occupy a favorable position in the competition strength continue to strengthen the society,through the implementation of marketing strategy, improve its competitiveness, adapt to the social development, is the significance of this thesis.