Study On The Media Dissemination Strategy Of Nanning TV Station Food Program

In the era of all media,China's Urban TV stations must face market competition from new media,and face the market share of CCTV and provincial satellite TV.How to improve the operation efficiency of TV stations based on the concept of mass media is the focus of current research.The whole media operation is to increase the user arrival rate by expanding the content audience,and then promote the improvement of operational efficiency.The development time of full media operation is not long,and many enterprises have some problems in the understanding and application of the whole media operation.For example,some enterprises only understand the whole media operation to adopt multiple channels of communication,but ignore the integration effect of diversified channels.This paper studies the current situation analysis,operation environment analysis and operation strategy formulation of Nanning TV station's gastronomic programs.From the three dimensions of viewing data,advertising data and user evaluation,this paper evaluates the operation effect of the food program and analyzes the main problems in the operation of the TV station food program.The analysis method isused to summarize and analyze the operating environment of Nanning TV station food program,and to clarify the competition and user behavior characteristics.And from the perspective of program production,program dissemination,operation management,profit management,etc.,to formulate strategies for strengthening the operation of Nanning TV station's gastronomic programs.The thesis conclusions are as follows: the spread of Nanning TV station food program under the full media environment mainly includes the imbalance of the development of the whole media,the poor performance of the program,the lack of integration of the online and offline resources,the lack of interaction with the audience and so on.Based on the results of the analysis,the paper made a strategy for the media dissemination of the Nanning TV station food program,and made clear the motives,objectives and ideas of the full media dissemination.From the three aspects of the disseminator,the communication channel and the audience,the whole media communication strategy of Nanning TV station was designed,the communicator level was considered to be south.The TV station should enhance the competitive advantage of human resources by optimizing the talent team and strengthening human resources management.The channel level of communication channel can be realized on the basis of integrated communication marketing,multi media integration,and interline activities and complementarity.Thecommunication level can be useful through strengthening the audience experience and interaction and serving the local communication.We should optimize the strategy of accurately locating the audience.This thesis studies the operation strategy of Nanning TV station food program,and extends the discussion on how Nanning TV station can enhance the television station's viewing competitiveness and income generating ability through the food program,which has good practical significance for the construction of Nanning TV station brand advantage and the promotion of market share.