SXRTV Fan Festival Marketing Strategy Research

With the powerful impact of new media,the media ecosystem reshuffle,the increasingly fierce competition,coupled with the homogenization of content and the limitation of media resources,how to solve the problem of radio and television media? Fan economy may point the way.In recent years,as a new economic model,fan economy makes us fully feel the huge commercial value and powerful purchasing power,propagation power,influence and diffusion power contained in the fan community."those who get fans get the world" has become a consensus.With audience as the core resource,radio and television media have to re-examine their audience,change their perspective,change their thinking,and deeply realize the huge hidden energy behind fans,so as to realize the transformation of audience's thinking to fans' thinking.The festival is a beneficial attempt to take fans as the center,integrate media resources,release fans' momentum,stimulate their economic potential and vitality,and promote the transformation and development of radio and television media.This is both an emotional investment with a high expected rate of return and a projection of media precision marketing.In this process,radio and television media,especially in central camp provincial radio and television media,neither head camp is abundant resources,and no long tail camp flexible,how to effectively configure fans the mood of the capital,to achieve precision marketing,how to do marketing h&z fan section,in limited resource competition is intense,in sequence by a much-needed break through difficulties after the backwardness advantage,through the boundary of the media and fans,realize the corner overtaking,is all of the problems we are facing.This article through to the domestic and foreign about the media marketing,media fans economy and relevant literature,to find a new breakthrough point,to SX Radio and television fan festival as the research object,the marketing goal oriented,using the method of questionnaire survey method,qualitative analysis method,to analyze its in the brand strategy,communication strategy,experience on the successful experience and deficiency.Exploring the fans economy era,the fan section of the comprehensive marketing strategy of radio and television,to break the existing marketing strategy of 4 P,4 C and 4 R model,and with other section has successfully held the fans of radio and television,Proposed the fan activities of radio and television marketing new pattern-C debut fans of radio and television marketing origin flywheel mode.With the audience as the center,with the brand,communication,three major strategies to support,through the radio and television media activity to "camp" fans "pin",thus promote the efficient conversion of its fans value and realized continuous activity of radio,film and television marketing model.I hope I can not only feel the pulse for myself,but also provide reference and reference for the marketing of radio and television media fans' festival and media marketing under the same circumstances.