Study On Product Innovation And Marketing Strategies Of FSTV In All Media Age

The rapid development of Internet technology has brought drastic changes to the ecological environment of TV media. In the past, local media have gained monopoly through administrative endorsement, but now they have gradually lost it to the influence of new media. With the flooding Internet information and increasingly diversified mobile terminal, the content and channels upon which prefecture level TV stations were proud themselves, are no longer scarce resources. The demand of the media audience has changed dramatically. The secondary sales model, i.e., the value of the media content is achieved through the sale of advertisements, has begun to decline.In this paper, the product innovation and marketing strategy of Foshan TV station in the new situation are studied in detail. Based on the service products marketing theory,the theory of supply-side structural reform theory and information demand, the tools for market environment analysis, service and channel marketing and Foshan TV product mix in the targeted market are analyzed to explore the way to optimize internal resources and design innovative products in line with audience demand and its own core competitiveness. Then new content value and spreading forms conforming to the Internet age are studied and marketing model in the all media age is re-constructed.This thesis consists of six chapters. The first chapter is the introduction, covering the research background, purpose, significance and methods used. The second chapter is literature review, which summarizes the basic concepts, some relevant classical theories and the application of the theory in the media industry. The third chapter is case study, introducing the basics of Foshan TV station, its main products, the development of those products and the current problems of the station. It analyzes the challenges faced by TV media as an industry and reviews the reform strategy of domestic counterparts to draw on the advanced experience. The fourth chapter is case analysis. The challenges and opportunities brought by the changes in the internal and external environment for Foshan TV station are pointed out in detail. Then the problems of current products, the gap between the products and what the market demands are analyzed with the changes in the market demand which are taken into account. Through the analyzing the target market and audience characteristics of Foshan TV station, the goals of product innovation in the all media age become well-defined. The fifth part is giving detailed suggestions that product innovation for Foshan TV station is to adjust resources allocation, segment the market, innovate in news, documentary, activities and new media products and to establish new marketing strategies with the theory of the supply-side structural reform.The conclusion of the thesis is that Foshan TV station can provide better, more interactive and personalized media services to targeted users with an open production system and innovative marketing mechanism, establish a brand new "content service providers" market image through optimizing product structure, segment product market, thus emancipating the product and service value from their main dependence upon advertising for profit.