Marketing Strategy Of LRTV Education·Youth Channel In The Context Of Media Convergence

Liaoning Television Education Youth Channel,with young people in the province and their families as audience,produces and broadcasts professional programs of public services,entertainment,and education.The purpose of the channel is to show the talent of young people,serve their lives,care about their health and guide their growth.During the development,Liaoning Television Education Youth Channel kept adapting its practices catering the market's demands and constantly creating new versions.However,in the marketing sector,some problems exist due to the impact of the media convergence.The research,with the background of media convergence,adopts the methodology of question-raising,analysis,solution.Based on television marketing,media integration and marketing related theory,we analyse the marketing present situation and environment of LRTV education,youth channel,and advance the channel marketing strategy choice.The main work is as follows:Firsty,based on the analysis of development situation and media convergence situation,we find that LRTV education,youth channel exists some problems such as flagship brand influence is not high,marketing channels and profit model are single,resources and information resources are lack,media fusion is not in-depth.Secondly,based on the environment analysis and SWOT analysis,we find that the macro and micro environment by LRTV education youth channel face new characteristics under the background of media convergence.The channel development is facing with both opportunities and challenges.Thirdly,aiming at the problems existing in the present situation of marketing,and combined with the marketing environment and SWOT analysis,the direction of the future of LRTV education,youth channel marketing should be to adjust and refine the channel positioning,change the weak position to adapt to the new environment,and shape their own brand to expand marketing channels,in-depth media integration and realize resources sharing and complementary advantages.Therefore,it can implement 4p strategy design,to enhance thebrand influence of the main program through product strategy,to ensure the normal profit through the channel pricing strategy,to solve the problem of the lack of the information resources through the media fusion of promotion and promotion strategies,to expand the program resources and solve the problem of single channel through the linkage of the media channel strategy.It is hoped that through this research,LRTV can receive forward-looking,scientific and operational guidance in its professional development,has its voice heard in the competition,and provide references for other channel's marketing.