Research On Promotion Strategy Of Agricultural Television Programs Under The Background Of Rural Revitalization

As a type of the mass media,agricultural TV programs are not only the bridge and the link for the party and the government to connect with the people.At the same time,the speciality of the agricultural TV programs,has played a huge role in enriching the spiritual and cultural life of farmers,spreading the policies of “agriculture,rural areas and farmers”,guiding agricultural production and many other aspects.CCTV Agricultural Channel —— CCTV-7 has always been a leader in agricultural TV programs.However,in the process of development,public opinion and industrial management have not been able to achieve effective complementarity.Especially in today's increasingly fierce media competition,CCTV-7 still has major problems and deficiencies in the realization of brand management,therefore the research was launched.The research of this thesis was divided into six parts.Firstly,the background and significance of this research were put forward,and the promotion strategy of cctv-7 agricultural program was pointed out to be the most urgent problem to be solved.Subsequently,this study made a detailed analysis of the external and internal environment of cctv-7 agricultural programs,and proposed the main existing problems of cctv-7 agricultural programs.Based on this,SWOT analysis was carried out for cctv-7 agricultural programs,and relevant experts were invited to score SWOT factors,the strength of each factor was calculated,and the SWOT strategic quadrilateral was drawn.Judging from the strategic quadrilateral,cctv-7 agricultural programs should adopt SO strategy as the leading strategy.As according to,combined with the internal and external environmental analysis of China central television(CCTV)-7 agricultural program,its vision,mission,overall strategy and strategy implementation steps were put forward,the China central television(CCTV)-7 agricultural program's promotion strategy can be summarized as: Seizing the opportunity of the implementation of the national strategy to revitalize rural areas,giving full play to the most credible advantages of the national agricultural channels,constantly innovating brand columns,enhancing advertising value,accelerating the industrialization integration process,improving the talent mechanism,innovating the operation mechanism,and enhancing the competitiveness of cctv-7 agricultural program industry.Finally,a series of strategic safeguard measures were formulated for the strategic plan proposed in this study,aiming at making cctv-7 agricultural program the first agriculture-related brand in China.This study will play a positive role in the development of CCTV-7 agricultural programs,enrich relevant theories of strategic research of the media industry,and provide relevant guidance for the development of other agricultural TV programs nationwide,which has certain theoretical and practical significance.