Research On Marketing Strategy Optimization Of D Channel Of LN Radio And Television Station

With the rapid development of new media and the Internet,traditional television media are facing the phenomenon of loss of audience and decline of advertising.The traditional operating mode and marketing strategy of television stations have endangered the sustainable development of television stations.In this situation of internal and external problems,some of the second-and third-tier provincial TV stations have lost their channel advantages in terms of zero ratings and channels for television media.TV stations must optimize and adjust existing marketing strategies according to the new ecology of media development.Accurate market positioning.And the corresponding marketing strategy has become a hot spot for scholars at home and abroad to study.The LN Radio and Television Channel D is the most influential ground channel in the Liaoshen region.It has been among the top ten terrestrial channels in the country for ten consecutive years,and has always been the highest rated television media in the Liaoshen region.With the impact of new media and the shackles of business models,although the ratings of Channel D have been leading,it has shown a slight decline since 2014.Although advertising revenue can still be ranked in the top five in the National terrestrial channels,it has been negative for four consecutive years..In the current fierce market competition environment,how to maintain the influence and credibility and market competitiveness of Channel D under the impact of new media has become an urgent problem for the management of television stations.It is of great significance for the long-term stable development of TV station to optimize the allocation of D channel resources and formulate effective marketing strategies through the optimization and adjustment of marketing strategies.This paper analyzes the current situation,existing problems,and the internal and external environment of channel D.Among them,the channel marketing mainly has problems such as extensive customer division,poor product quality,monotonous product pricing,weak channel strategy,and backward promotion methods.Therefore,this paper analyzes the advantages,disadvantages,opportunities,and threats of the company through SWOT technology,thus determining the optimal goal of the D channel marketing strategy.In addition,based on the actual situation of the D channel,based on the long-term development of the D channel,Targeted optimization of the D channel marketing strategy,that is,to optimize the marketing strategy from the target market,market positioning,products,prices,channels,promotions and other aspects.Finally,this paper puts forward the measures to ensure the implementation of channel D marketing strategy,which mainly includes three aspects: improving the performance evaluation system,introducing and training outstanding talents,and implementing the strategy of strengthening talents.In addition,this paper also evaluates the effectiveness of the marketing strategy optimization,thus proves the effectiveness of the marketing strategy proposed in this paper.Through the development and implementation of the D channel marketing strategy to improve the competitiveness of the TV station,so that the D channel out of the downturn market difficulties.Through this study,we can not only help channel D to make effective marketing strategies,but also help the ground channel in the same development stage to make marketing strategies to provide reference.