Research On The Content Marketing Strategy Of Radio And Television Network Operators Of J Province Under The Background Of Big Data

Along with the coming of the era of big data as well as the rapid development of mobile Internet,mobile Internet has been widely applied to every aspect of social life,because the comprehensive use of the mobile Internet,major changes have taken place in people's life style also.As the "triple play" the all-round,mobile Internet,network and telecommunication network business will be more and more fierce competition,between J provincial radio and television networks is faced with unprecedented challenges.In this context,J provincial radio and television network operators how to seize the opportunities brought by big data,data analysis,mining resources of commercial value,and to develop a practical and feasible marketing strategy,thus to keep advantage in the increasingly fierce market competition,is most important problem that J provincial radio and television network operators faced with at present.At first,this article summarized on the basis of predecessors' research results,select the J provincial radio and television network operators as the research object,from product,price,channel and promotion and so on four aspects of J province,analyzing the present situation and problems of radio and television networks content marketing J provincial radio and television network operators are thoroughly analyzed the problems existing in the content marketing: one is their lack of user behavior data,product lacks pertinence;Secondly,the content homogeneity serious,product quality to be high;Lack of flexibility,three is a way to charge for a single product pricing;Four is marketing,marketing network system to be perfect.Secondly,the article from the political,economic,social,and technology from four aspects,analyzing the macro environment facing J provincial radio and television networks,and the industry environment for the development of radio and television networks are analyzed.Radio and television networks from J province market supply and demand situation and the needs of consumers,the J provincial radio and television networks content marketing market demand.Using situational analysis(SWOT),in-depth analysis of J provincial radio and television networks of the strengths,weaknesses,opportunities and threats.Finally,on the basis of above research results,this article put forward to marketing strategies of J provincial radio and television network operators from the content,the marketing network system and platform construction.In terms of content,J provincial radio and television networks should increase the intensity of user behavior data collection and analysis of radio,film and television,to speed up the process of the development of new products and services,optimize existing packages and combined with the new content elements,rich content products.In terms of marketing network system,J provincial radio and television networks should improve the price system,strengthen brand promotion,strengthening the construction of radio and television networks business hall,broaden the content of marketing channels;In terms of marketing platform,J provincial radio and television networks should build J provincial radio and television network business platform,platform type sites,intensify across terminals application development.And put forward to security measures from the marketing concept,technology research and development,staff training,motivation and evaluation,in order to ensure the J effect of provincial radio and television network operators content marketing strategy,in order to provide a reference for J provincial radio and television network operators content marketing.