Research On Marketing Strategy Optimization Of TV Food Programs In Y City

In recent years,with the continuous development of science and technology,the advent of the new media era has opened up new channels for media communication,which in turn provides a broader space for the broadcasting of TV programs.Gourmet programs conform to the development trend of the times,appear in various media in different forms,and are deeply loved by the audience.TV stations in Y city have weak resources,insufficient competitiveness with higher-level TV stations,and insufficient advantages with TV stations at the same level.In order to cope with fierce media competition and increase ratings,city Y TV stations must innovate food programs and strive to improve their marketing strategies.This article uses the marketing strategy of TV gourmet program in Y city as the research content.Under the guidance of modern media marketing theory,the marketing strategy of gourmet program "Taste of Small Town" is studied by using case analysis method,literature review method and questionnaire survey method.Analysis of the current marketing strategy environment of the program and discussion of the current marketing situation,and put forward optimization suggestions and safeguard measures for the program's marketing strategy.The article first explores the level of food programs and marketing status of TV stations in Y city,uses STP theory and SWOT marketing theory to discuss the macro environment and micro environment,and adopts questionnaire surveys to obtain the true data of the audience of food programs,and analyzes the spread of food programs in city Y Marketing advantages,disadvantages,opportunities and threats.Finally,based on the analysis of the marketing environment,on the basis of determining the optimization principles and market segmentation,suggestions for improvement and optimization of marketing strategies are proposed.Specific suggestions include: implementing profitable marketing strategies,accurately positioning program audiences,striving to meet the individual needs of consumers,enhancing program brand value through high-quality content output,developing extensive brand cooperation with corporate businesses,increasing marketing channels,and cleverly implanting Advertising elements realize the common value of program effects and business promotion;implement cultural marketing strategies to give play to the functions of cultural transmission and emotional transmission;implement regional marketing strategies to accurately grasp the local characteristic food culture and avoid program homogeneity;implement fun marketing Strategies to improve the entertainment and visibility of the program.Finally,combined with the actual development of the TV station in Y city,the organization structure,technology,human resources and capital guarantee measures are proposed.