Marketing Strategy Optimization Of ZZTV Station In The Age Of Media Integration

The 18 th national congress of the communist party of China raised cultural construction to the level of overall national strategy,and clearly pointed out that when the grand goal of building a moderately prosperous society in all respects is achieved by 2020,"cultural soft power will be significantly enhanced" and "cultural industry will become a pillar industry of the national economy".As an important carrier and channel of cultural communication,TV media shoulder important responsibilities in promoting the process of building a strong socialist cultural country.From the perspective of current media development,the rapid development and coverage of new media have great impact on traditional media,and ZZ TV station is no exception.Therefore,how to survive and find a way out in the era of media convergence has become an urgent question for ZZ TV station to answer.ZZ TV station is the second largest TV communication media in henan province,and also the media with great influence in the advertising market in central China.But ZZ TV station as a traditional media institution,marketing strategy is still continuing the malady thinking under the planning system.Due to the low quality and lack of creativity of TV programs,they are gradually not recognized in the market,leading to a decline in program ratings and thus affecting the revenue of TV advertisements to a large extent.In addition,ZZ TV station marketing strategy also has problems such as extensive advertising operation,narrow channel strategy and insufficient publicity.The reasons include immature marketing management system,limited human resource management level,backward system construction and technical guarantee.Therefore,this article from the target market selection,program quality,pricing strategy,marketing channel,promotion and so on several aspects proposed the ZZ television marketing optimization scheme,think ZZ station should be based on the local news,play to regional advantages,improving the quality of programs,formulate corresponding differential pricing strategy,expand saleschannels,diversified promotions.At the same time,attention should also be paid to improving the marketing management system,improving human resource management and strengthening the system and technology construction.This paper aims to provide some guidance for ZZ TV station to improve its marketing strategy in the process of media integration,and promote ZZ TV station to develop faster,more accurately and better.In addition,this paper also provides a reliable reference for other traditional media platforms,especially for city TV stations.