The Research On The Innovative Path Of Bosstown

With the perfection of 4G technology as well as the number of nearly 0.7 billion mobile phone users,mobile internet has been quietly and overwhelmingly changing people's lifestyle of “catering,shopping,accommodation,transportation and horizon”.Meanwhile,it has also broken the original production and marketing mode of traditional industries including media industry.And Boss Town,a traditional TV column lasting for 10 years so far,has undergone both convenience and impacts caused by mobile internet.By adopting the analysis method integrating literature survey,sample and case,following the research ideas of interview investigation and brainstorming,taking marketing and positioning theory as main basis.This article focus on the analysis about under the existing market environment,whether Boss Town whose product positioning is "Business road that is also humane" still adapt to the existing competitive environment and what kind of innovative path will enhance the brand competitiveness.The impact of mobile internet force the traditional video product to transform,including the product form to be more “mobile,fragmented,diversified and interactive”.Boss Town as a content provider,has to meet the needs of a new generation of consumers with innovative content in the first place,meanwhile,combine enterprise's actual condition to formulate supporting measures for implementation of the strategy from several aspects including organizational innovation,content innovation as well as marketing innovation.In the past ten years,Boss Town was based on coat and provided content to the TV station for the production of the production fee as a business model.If this kind of innovation path can be put in place,Boss Town will complete the transformation strategy of the business model,change the orientation from cost to increasing the added value and build a financial and economic content ecosystem platform for the mainstream crowd of middle class.