A Study On The Marketing Strategies Of ZS City TV Station In The Integrated Media Age

With evolving new technologies,the culture industry of our country has made advances.Extensive Internet communication networks have enabled urban residents to enter the era of Internet life.Internet technology has given birth to the new media form of "Internet media".The golden decade of Chinese media is once again returned as the state and government are paying close attention to the media industry and cultural undertakings,formulating guidance and giving policy support.However,we must also acknowledge that the overall prosperity arose from major structural reforms of the media industry,and the fact that traditional media are struggling to survive.With the continuous development of science and technology,global media industry based on digital technology has developed rapidly.Traditional media,such as radio,television and newspaper,as well as a variety of new media,are a part of the means and methods by which a company promotes its products.The abundance of advertising media in the market has greatly intensified competition,led to audience differentiation and created a surplus of advertising media resources.On the basis of summing up the research of others,this paper expounds the changes and characteristics of enterprise,audience and media in the marketing system in the context of media convergence,focusing on the development and difficulties of traditional media.It is pointed out that in the new ages of media integration,it is important and necessary for local radio and television media to adapt to the market environment and innovate.This paper studies cases of radio and television media in several local cities in recent years.It describes the ZS city TV station,using the 4P theory to analyze their operation performance in terms of program,advertisement,viewing rates and promotions,dimensions corresponding to product,price,channel and promotion respectively.It generalizes that the ZS city TV station under the institution system are far behind and can not adapt to the current mode of media convergence.The paper analyzes the macro,competitive and internal environments of urban radio and television media.It summarizes the advantages,disadvantages,opportunities and threats of ZS city TV station using the SWOT analysis method.It also proposes that city stations should seize the opportunity and use core technology to think creatively,improve marketing strategies,and speed up their transformation.In particular,in the target market choice adjustment,this paper puts forward the measures to improve marketing in the city stations: construct the consciousness of media product strategy,construct new strategy of media price,expand marketing channel strategy,establish new mode of media promotion and so on.Compared to central TV stations and provincial radio and television media,the total number of city stations in China is huge.The purpose of this paper is to provide a feasible direction for city radio and television media to improve their marketing strategies in the process of media integration.For radio and television media operators under transformation,it hopes to provide practical advice for them to succeed in the ever-changing market.