Marketing Strategy Research In City Television On Basis Of STP Theory

With halo of mouthpiece and uncrowned king,traditional media once enjoyed glory.Well with rising of new media and we media,changing of aesthetic taste of audience,and influence of commercialized operation and marketization competition instead of government support policy,traditional media has been deep in crisis.Its speaking right has been gradually weakened,influence badly minimized and market share plummeted.It is especially true for city television stations who are suffering from unprecedented survival pressure with relatively small funds amount.Under the political and economic environment of declining traditional media,city television stations have especially suffered from low program audience rating,plummeting advertising revenue and resignation of talents one by one,due to its limited coverage,and insufficient production budget,rough program production and unreasonable industrial structure compared to CCTV and satellite television.Among columns of city television stations,news programs which can be easily replaced suffered obvious impact.In general,news program in traditional media can win by its transmission speed or deep digging.But under circumstances that new media is emerging and stepping into rapid and comprehensive development stage,the so-called exclusive news report is increasingly rare due to instantaneity and low access threshold of network communication and timeliness of new media superior to traditional media.After losing timeliness and monopolized news sources and limited by production budget and natural shortage of production members,it is difficult for news program in the city television stations to enter into the market by in-depth reporting.With terribly declining audience rating,it has been caught in an awkward development condition.What's worse,new advertising law known as the strictest advertising law in history has been put into implementation on September 01,2015.Previously,news program of city television stations strongly depended on advertising revenue,which mainly comes from advertising injecting due to audience rating and soft advertisement implanted in the news program.Its advertising revenue dropped due to plummeting audience rating,plus new advertising law has strictly limited the advertisement types implanted into news program of city television stations,its revenue will further be limited accordingly.With suppressing by CCTV and satellite television,constantly nibbling of living space by we media,and insufficient expenditure as well as poor production quality due to resignation of talents,news program of city television stations has been pounded on all sides.Therefore,city television stations demand prompt solution to finding new development path and their own values..Taking Hotline 188,news program on the urbanism channel in Chengdu Television,as an example and based on core marketing theory STP,this article mainly makes analysis of the situation of news program of city television stations and proposes for transformation to solve the current dilemma and formulates corresponding marketing strategy.With adoption of analytical approach SWOT and matrix analysis SWOT,this article has made detailed analysis of dilemma and internal and external environment of city television stations and let readers have an all-around understanding of their news program.After that,based on data,it shall make audience subdivision as per territory,age and profession.Next,it shall take features of its news program and value of their target market into consideration,and finally chooses focused market strategy for marketing after a series of pilot investigation and multiple operations.We regard two subdivision markets including retired middle aged and elderly people and ordinary office worker as the target market of Hotline 188,and position this news program as Chengdu life service platform.It aims to provide target population with public services which are unavailable in the so-called powerful media,including services for power,gas and water,social security,accumulation fund,transportation,rules and regulations violation,and hot lines of each functional department as well as expert registered tickets of hospitals.In this way,it will help to build a program specifically for local life service.Meanwhile,with assistance of innovative marketing strategy and media marketing strategy,this plan will work out.Finally,this article has made summary and put forward expectations and shortcomings.By research on marketing strategy of news program in city television stations,this article will help to rush out through predicament and find a suitable marketing strategy for news program of city television stations.