The Integrated Marketing Communication Research Of Hunan Economical TV

In recent years,in the double impact of the market environment and the new media,Hunan Economical TV(HNETV),by the use of integrated marketing communication theory in the television media guidance and exploration,has achieved good results in trend growth:In 2016,HNETV by the apparent throughout the average ratings and audience share,number of provincial satellite TV,with expanding the brand influence and endless innovation programs,advertising revenue 312 million,topped in provincial ratings and advertising marketing "double".In the first half of 2017,it was also up to standard and completed the half year task of audience ratings and advertising revenue.This thesis draw lessons from communication,marketing and other multidisciplinary theories and methods,researching from the development of integrated marketing communication mode,strategy and other aspects of HNETV.The thesis focus on HNETV,as a provincial terrestrial channels,how to win and to find the way for their own development,in front of the new media,CCTV,provincial satellite TV,terrestrial channels and other competitors,then providing reference and development countermeasures for local TV media.This thesis is divided into five chapters.The first chapter is based on the research background,purpose,train of thought and literature review.Chapter 2 to 4 is the study of integrated marketing communication detailed case.First,researching at the three times integration-partition reforms from the changes in system and background,it laid the foundation for the development strategy of the integrated marketing communication of television,but also provides experience.At the same time,the author makes a SWOT analysis of the advantages,weaknesses and the opportunities and challenges of HNETV's environment.Through the questionnaire survey and data analysis,the author gets the perception of the audience:the older age groups with the low social status,medium income and consumption level,low family education,but having dependence and trust on TV.The third,fourth chapter discuss the basic mode,the transmission characteristics,successful reference,problems and deficiencies of HNETV's integrated marketing communication,and problems in the user thinking,human resource management,company planning and other aspects.Finally,the author sums up the development countermeasures for the local TV media:mining the core competitiveness of the optimal positioning,improving the internal entrepreneurial innovation,integrating the media resources,building the media brand value,expanding the bonus industry.At the moment,TV media keeps on trying and adjusting the development direction and train of thought in the hard communication environment,and the mode of integrated marketing communications of HNETV is worthy of local TV media to learn from,the failures and deficiencies in practice are worth learning or preventing.In the field of media industrialization under the trend of time,the TV media must analysis its self-value and position,then understand the market and the audience demand,change in response to the situation.Only by this way,TV media can combine social and economic benefits,and hold the seat in the market competition.