Study Of Henan Tv Station City Channel Convergence Media Advertising Operation Strategies

In the last few years,TV,which is the traditional mainstream media,has continued to be challenged by the Internet.The revenue of the entire TV advertising industry has collapsed since 2015.Matthew effect is especially obvious.Only CCTV and a few satellite channels occupy substantial resources of audience,which is sustainable.At the same time,the rest of the television media are difficult in advertising.The urgent issue that how the traditional media can develop continued of advertising with the help of the Internet has become paid more attention to.Convergence media advertising operation has been a new start for the development of terrestrial channels.The object of this study is Henan TV station city channel.There are such problems as limited funds,general conditions of hardware and software,single advertising form,small coverage area,and incomplete of media convergence.With the situation of the advertising revenue declining year by year,the direction and way of its transformation and development is not only the difficult problem to explore itself,but also the dilemma that the other provinces' terrestrial channels should jointly break.This paper researches the current advertising management of city channel through four forms,such as traditional TV media,network media,social media,custom activities by interview method and experience summary method,then use SWOT analysis to discuss strength,weakness,opportunity and threat of convergence media advertising operation.It is product strategy,price strategy,place strategy and promotion strategy that are using for suggests of advertising Operation.First,the strength of television media of Henan TV city channel must be sustained,while developing online media and social media.Second,positioning service platform is important when highlighting the characteristics of the channel's various media.Finally,improving personnel training programs is a good way to help the channel go well.It is hoped this study can provide reference for the advertising operation and management of the city channel and other provincial channels.