Research On The Marketing Strategy Of Channel D Of Heilongjiang Radio And Television Station

With the rapid development of Internet new media,micro-blog,WeChat and all kinds of new media such as video,social APP and so on,the competition of TV media is becoming increasingly fierce.So the TV media in China is gradually changing to market-oriented operation.Compared with the vigorous development of CCTV and provincial satellite TV channels,the provincial ground media is somewhat depressed.So how does the provincial ground media develop marketing strategy? What kind of marketing strategy to quickly occupy the audience market? To solve these problems is the most important way for the sustainable development of TV media.Channel D D channel is the main channel of Heilongjiang radio and television station.It is now facing the decline in viewing,income and market share.So how to expand the market share of D channel by making effective marketing strategy,making the D channel difficult.The basic situation,profit model and marketing strategy combined with the current Heilongjiang radio and television channel D were analyzed,summarized the main problems currently existing D channel marketing strategy: the overall television industry is serious,serious loss of audience;marketing mode is backward,lack of rational marketing strategy;program homogeneity,lack of innovation;audience Pianzhai,not up to the expected effect of advertising and marketing programs;there is a disconnect,loss of audience ratings;structure of the larger differences,audience aging is obvious.At the same time,through the study of the external causes,industry environment and internal factors of D channel,we find out the problems exposed by D channel's initial exploration of marketing strategy,and lay the foundation for making reasonable marketing strategy according to local conditions.Based on the above background,this paper tries to use the advanced management theory,research and reference of marketing case through TV media at home and abroad successful,combined with the product,pricing,channel,promotion,political policy and public relations 6P strategy,develop new marketing strategies to channel D of Heilongjiang radio and TV.Finally,aiming at the formulation of the marketing strategy of Heilongjiang radio and TV stationchannel D,it puts forward the safeguard measures including deepening the reform of channel D system and mechanism,formulating talents,technology guarantee system,and realizing capital management and control.Although this research is a solution to the marketing strategy of channel D of Heilongjiang radio and TV station,it has certain reference and reference significance for the selection and formulation of other provincial provincial ground channel marketing strategies and the expansion of marketing channels.