Research On Optimizing The Marketing Strategy Of ZTV Station From The Convergence Media

In the era of financial media,traditional media will decline if it does not change,and will retreat if it does not advance.Facing the transformation of traditional media and the strong development of new media,Z City TV Station is struggling to survive.However,as the "mouthpiece" of government propaganda,the local TV station has its necessity to survive.In the difficult living environment,it is an issue that needs to be paid attention to how local TV stations can overcome numerous obstacles to survive and achieve good development in the era of financial media.How to make use of the marketing 4P theory to make Z City TV Station develop with high quality under the background of financial media is the challenge that Z City TV Station faces.This paper takes Z City TV Station as a case for analysis.As a local media,the marketing strategy of Z City TV Station still continues the malady thinking under the planning system.As the quality of TV programs is not high and there is no creativity,the audience rating of the programs decreases,which greatly affects the income of TV advertising.In addition,the marketing strategy of Z City TV Station still has some problems,such as narrow marketing channels and homogenization of program marketing.The main reasons for the above problems are the loss of professional talents,the serious impact of new media,the change of audience preferences and the shackling of the TV media system.Based on 4P marketing theory,this paper puts forward marketing management optimization countermeasures from four aspects:product,price,channel and promotion.It is believed that Z City TV Station should pay attention to program quality,innovate program contents,formulate differential pricing strategies,expand sales channels,and carry out diversified promotion by combining online and offline.At the same time,attention should also be paid to improving the organizational system of marketing management,promoting human resources management and strengthening the construction of system and technology.This paper provides some guidance for Z City TV Station to improve its marketing strategy in the process of media convergence,and also makes a certain supplement and development to the theory of media integration,which can promote the high-quality development of Z City TV Station.In addition,the research results of this paper can also be used as a reference for other traditional media,especially for urban TV stations in the financial media reform.