Research On Marketing Strategy Of Zhongmu Radio And Television Media Advertising Business

The rapid development of modern information technology has brought a greater impact to the traditional media industry.TV was once an important entertainment method in people's daily life,and its status in people's lives is also facing competition from the Internet and smart devices.The rapid development of modern information technology has brought a greater impact to the traditional media industry.Advertising is an important source of profit for television stations.Nowadays,the media industry is generally undergoing transformation and upgrading,and the television advertising industry has gradually entered the process of marketization along with the development of marketization.With the increasingly fierce competition between the TV advertising industry and the increasingly fierce competition among homogeneous media,for local TV stations,neither the overall strength nor the number of audiences can compare with CCTV and provincial TV stations.Changes in the market environment have caused bottlenecks in the development of local TV stations' advertising business.This research is based on the relevant theories of marketing and selected Zhongmou Broadcasting Media Co.,Ltd.in Zhongmou County,Henan Province as the main research object.Through the research methods of case analysis,literature research and survey methods,the advertisement of Zhongmou Broadcasting Media Co.,Ltd.Analysis of marketing status and problems.First,it briefly describes the research background,meaning,research content and methods;secondly,combs the theoretical basis of the research to lay a theoretical foundation for the research;the third is the analysis of the current situation,through the investigation of the company's current marketing strategy,Further analyze the problems of the company ' s advertising business marketing;the fourth is the marketing environment analysis,from the company's operating environment,industry environment and competitors,analyze the advertising and marketing environment of Zhongmou Broadcasting Media Co.,Ltd.;the fifth is the advertising and marketing optimization strategy design,Discuss the advertising optimization strategy of Zhongmou Guangdian Media Co.,Ltd.from the four aspects of STP strategy,product strategy,price strategy and channel strategy.Finally,it also puts forward the guarantee measures of Zhongmou Guangdian Media Co.,Ltd.advertising marketing strategy.Through research,it is found that the current advertising and marketing business of Zhongmou Broadcasting Media Co.,Ltd.still has related problems such as insufficient product highlights,insufficient price system,imperfect marketing channels,and need to improve advertising planning capabilities.The existence of these problems hinders Zhongmou Broadcasting Good development of the advertising business of Media Co.,Ltd.In this regard,Zhongmou Broadcasting and Television Media Co.,Ltd.can combine its own actual situation to clearly understand the competition it faces and its advantages,and further optimize product strategy,price strategy and channel strategy.In addition,in order to ensure the smooth development of marketing activities,Zhongmou Broadcasting and Television Media Co.,Ltd.should also continuously improve the brand building of the TV station,and actively introduce talents,actively seek joint development paths,and provide reliable guarantees for its advertising business marketing.