Research On The Marketing Strategy Of Zhejiang Satellite TV's Weibo Official Account

All along,as a kind of communication medium widely accepted by the public,TV media occupy an important position in the media field of our country,and it is the largest advertising market.However,with the rapid development of science and technology,especially the maturity of the internet technology,the new information dissemination system relies on the network to provide a more rapid and convenient way for the public to provide communication services.At present,the TV media,represented by Zhejiang TV,although still leading in the media market,has been greatly affected by the new media,the market share has begun to decline.In particular,the popularity of smart phones and the mobile 4g internet industry upgrade,making mobile phones become the new media entrance.Compared to the desktop computer,portable computer and other communication media entrance,mobile phone reading information is more convenient,and the use of more frequency,more fit with the new media speed of communication,the content of wide choice of features.Therefore,Zhejiang TV should also actively adapt to this new trend,in the premise of full understanding of the characteristics of the new media,find the breakthrough point,make full use of the market space of the new media,and seek the new development of Zhejiang satellite TV.This paper,through the statistical analysis of Zhejiang TV and other five representative television media in the operation of public account number,take this as a breach,found that the current Zhejiang satellite TV in the operation of the public account has a single form of information,less interaction,not strong timeliness,low quality of information,and so on.Therefore,the current television media in the pursuit of new media market development is still in the initial exploration stage,and many aspects need to be improved and developed.The research believes that,Zhejiang satellite TV in the process of using the new media for development,should take a new marketing strategy,first of all,product operation strategy,clear positioning,establish a unique brand,and use multiple platforms to promote each other,in the form of less refined;Secondly,the content operation strategy,should pay attention to the combination of original and forward,guarantee the authenticity of news,but also pay attention to the timeliness of news,comprehensive use of various forms of communication to spread information;Again,the user operation strategy,actively communicate with the audience,the introduction of fine information push service,highlighting local information push,to create a satisfactory interactive public number;Finally,the talent operation strategy,should focus on the cultivation of compound professional talents.