Xiamen TV Station Marketing Strategy Research

Since 1999,a series of changes have taken place in China's TV media,calling for the acceleration of industrialization of TV media.In June 28?2004,Xiamen radio and Television Group also came into being under the background of the national cultural system reform.One of the main bodies of Xiamen television station began to be industrialized,and the advertising mode and management method in the industrial link almost carried out the commercial operation mode.With the development of social economy,the demand for advertisements is bigger and bigger.The prosperity of advertising industry has also promoted the rapid development of TV media advertising industry.However,with the achievements of the information technology revolution in recent two years-the surge of the new media tide,the attention resources of the audience are preempted,and the market share of the traditional media has been seized.All these affect the operation and development of the television industry and its advertising industry,and the Xiamen television station is no exception.According to the advertising management data of Xiamen TV station in recent years,the proportion of traditional advertising business has dropped significantly.This article selects the advertising marketing strategy of Xiamen TV station as the research object.On the basis of a large collection of the media research report and the internal data of the Xiamen television station,it uses the theories and methods of marketing,strategic management,economics,management and other disciplines to start from the changes in the new pattern of the media and to the building of the building.The position of the TV station in the competition of the Xiamen advertising market,the internal and external environment and the change of the market demand,and so on,are analyzed and discussed.The purpose of this paper is to comb the potential of the current advertising market in Xiamen,guide the practice of the theory,and put forward the corresponding suggestions for improvement.It points out that the Xiamen TV station needs to change the traditional thinking to develop special forms of advertising save time and cost,and provide more advertising revenue for the TV station,and stick to the news faucet and optimize the communication platform step by step.In advertising activity marketing,pay special attention to the innovation of business mode and the originality of project IP,so as to keep the project sustainable.The foll text is divided into seven chapters:the first chapter introduces the background and significance of the study;the second chapter mainly introduces the mainstream strategic marketing management and marketing theory tools;the third chapter analyses the characteristics of the new media pattern and the media ecological environment of TV media,and the fourth chapter analyses the operation of TV advertising industry.And using the five force model to analyze the industrial competition of TV advertising business;the fifth chapter uses macro environment analysis method to analyze the Xiamen market,and introduces the situation of Xiamen TV station and the main competitors;the sixth chapter is the marketing strategy of Xiamen TV station advertising market;the seventh chapter is the conclusion and the prospect.