On the marketing strategy of Specialized TV Channels.doc

On the marketing strategy of Specialized TV Channels On the TV channel specialization can be said that the current structural reform and further development of Chinas TV a hot topic. In a sense, Channel Specialization is a realization of Chinas TV industry, an opportunity to leap forward by leaps and bounds, and even some people call it Chinas TV channel specialized career development in the history of a milestone. Clearly, the TV channel specialization has become a trend. However, the TV channel specialization is also facing many specific difficulties and problems facing many constraints and challenges. Because of this, for just starting the operation of our television channels in terms of specialization, to draw on overseas television industrys successful experience in this area, especially the introduction of channel marketing concept, it should be said to be very tight, it is imperative to a topic. A television channel marketing specialization is the trend In a certain sense, the television channel marketing specialization is the worlds television industry can be said that the inevitable development trend of the development of television technology necessary requirement for television audience the inevitable result of changes in the market, as well as the inevitable product of the media competition. Or we can be succinctly summarized as “four inevitable”: 1. TV channel marketing specialization is the worlds development trend of the television industry With the wave of the global economy and Chinas accession to WTO, foreign television industry on the impact of Chinas TV market is very urgent and realistic issue. In fact, specialized channels only to the past 20 years the worlds TV in the development of new topics. About two to three decades ago, the American television channels are not many specialized channels is pitiful, in New York, Los Angeles, Chicago and only in major cities such as more than a dozen channels. Today, the situation is completely different, data indicate that the United States now has as many as 150 cable network system, a household can receive up to 35O channels festivals, specialized channels become ever more finely, the smaller the audience was divided, , such as the United States have Sci Fi Channel, Biography Channel, Cartoon Channel, and even the Golf Channel, the court hearing channel, home garden channel, the White House session was devoted to channels and so on. In particular, the 20th century, since the 90s, the worlds television industry this trend is increasing. According to statistics, the ATV market in the top ten channels (viewing market share and appreciation index comprehensive survey), were mostly professional channels such as HBO (U.S. home theater channel), StarMovie (Hong Kong TV Movie Channel), Discovery (Discovery Channel), MTV (music channels), CNN international news channels, ESPN (sports entertainment channel), TNT / CN (Cartoon Network) and others. Foreign and overseas, these specialized channels are very focused marketing channel as a whole, focusing on creating its own channels overall brand image to its own channel is uniquely positioned, unique style, unique sections and programs, and even host a unique, unique Channel logo and music, etc., to establish their own brand channel sections, and even the whole channels brand image, a concentrated expression to strengthen the implementation of specialized channels and marketing strategies. 2. Specialized TV Channels TV technology marketing is a necessary requirement A breakthrough in digital compression technology to bring about a revolution in the television industry, making the number of television channels soared. The original channel scarce resources, a shortage of supply exceeding demand suddenly become rich enough. Digital compression technology that can be transmitted has greatly increased the number of television channels, making satellite channels can theoretically increase to about 20 times, the land can be increased to 40 times the channel around the city in general wired network through the technological transformation, the average family can be at least receive hundreds of television programs. As the rapid expansion of the number of television channels, specialized channels thus arose. TV stations in every house to have several or even dozens of channels circumstances, to this station with other stations as well as other channels separately, and will certainly embark on Channel Specialization of this development. However, once a large number of specialized channels emerge later, in the fierce competition, the professionalization of channels also need to use a good marketing strategy for their own shows, columns and the channel itself overall design and integration of marketing, in order to meet the needs of the audience with the media competition. 3. TV channel marketing is a specialized audience market, the inevitable result of the tremendous changes In theory, specialized television channels came into being the reason why is due to the mass media has changed from “broadcasting” to “narrow-casting,” turned to the audience from the center for center mass. At the same time, TV audiences have turned to the audience by the clustering-based, increasing the dominant position of the audience, the audience has been divided narrowcasting technology and audience fragmentation will inevitably form a specialized TV channel. The specific situation from a national point of view, the 20th century, 80 years, Chinese TV is still in the “three small” (less TV, channel less, programming less) state, but today, according to incomplete statistics, China currently 3588 channels, TV industry has by the “sellers surge into the city to the” wave of buyers city, making broad audience from the passive state of the past, so that the viewing audience has formed a diversified needs, and formed a number of different cultures, tastes and viewing habits of different groups. In this case, Chinas TV industry, from the program time to part time and then to channel the era has become an inevitable trend of history. On the other hand, we must also see that, as Chinas economy from a planned economy to a market economy, accompanied by the popularization of Chinese culture transformation, Chinas contemporary culture and the emerging trends in diversity. Generally speaking, the mainstream culture, popular culture, elite culture, the coexistence of the three in China and gradually formed, in this sense, Chinas TV industry in the audience of trend or narrow-casting trend, it conforms to Chinas current multi - cultural development trend. In fact, the trend of television programs in recent years become increasingly clear that only in TV variety shows, for example, appeared on behalf of the mainstream culture, “festival-type” variety show, on behalf of popular culture “entertainment” variety show, on behalf of the elite cultures “elegant-type” variety show co-existence phenomenon. In this case, channel marketing, professional operation and specialized channels, it is to adapt to the diversity of our contemporary cultural trends and the audience market, the inevitable result of the tremendous changes. 4. TV channel specialized marketing is highly competitive media, the inevitable outcome of The early 21st century, media competition, the trend is rising. In particular, in recent years, the U.S. media industry launched a massive wave of restructuring, re-build the “big cultural industries” has become an international trend. The so-called “macro-culture industry” is the film, television, newspapers, magazines, radio, Internet and other media industry and the advertising industry, entertainment, tourism, and even toy manufacturing integrating, restructuring to build a huge group of media culture. For example, the world-famous Disney, it is a large amount of money acquired American Broadcasting Corporation (ABC), into the world top 500 enterprises among a set of film and television, entertainment, tourism, cultural products, sales of the multinational corporations. In essence, this recombination effect is the upper, middle and downstream vertical integration of industries, on behalf of the international media industry, the development of new trends and new trends. The tide of economic globalization, television with the print media (newspapers and magazines) and new media (Internet) is becoming increasingly competitive, it is in this case, the developed countries, increasing emphasis on specialized channel marketing. For example, the worlds leading sports entertainment channel ESPN in recent years to strengthen its marketing strategy, especially from the beginning of 2000, ESPN emergence of consumer-centric marketing concept tremendous changes in the new marketing strategy plan, ESPN will be in its agency bates (Bates) with the help of the worlds different countries and regions of different marketing activities. ESPN Burckhardt, director of business that, generally speaking, sport is an international activity, can be said that almost all countries and regions around the world people love sports and watching sporting events, However, for various countries and regions also has its own favorite sports, such as the Americans like rugby, the Japanese like sumo wrestling, the Chinese people like table tennis, etc., he thought ESPN to different countries and regions television marketing concept, we should fully take into account these differences. That is to say, television marketing must be persuaded to adopt localization “strategy to achieve the goal of globalization. Second, on the television channel marketing strategy professional Reflections At present, accompanied by structural reform and Chinas TV channel professional development trend of TV media management has gradually developed to channel the operational phase, a number of TV stations have begun or are in preparation for the pilot channel, director of system, especially the provincial and municipal TV channel specialized in large numbers, indicates that Chinas television industry is gradually entering the era of marketing channels, it will give Chinas TV industry, management system, production and broadcasting mode, as well as television and other media with the audience the relationship between the many aspects of bringing a significant and profound impact . Because of this, specialized television channels, marketing strategies deserve our careful study and discussion, this writer We offer the following comments about out in order to attract more colleagues thought. 1. Specialized channel marketing is based on the channel positioning From the marketing point of view to examine and specialized channels actually in pursuit of a target marketing strategy, which means it is an advanced modern enterprise management philosophy into the media of management, to a specific audience groups, service as a the highest task of specialized channels to create a better social and economic benefits, through the “market segments” of the strategy to achieve “popular”, the maximum to satisfy a wide audience multifaceted, multi-level, diversified needs of . Because of this, the positioning of specialized channels became essential. A certain extent, can even say, channel positioning is directly related to professional success or failure of marketing channels. Specialized channels on television are mainly two kinds of positioning methods, one is based on the different content to differentiate and position, and the other is based on the audience to distinguish between the different groups, and positioning. At first glance, this seems to be no difference between the two location algorithm, in practice if a serious look at these two location methods there is a clear difference between the. In contrast, of course, the latter is the more scientific, because the channel is not as specialized programs related to the content revision, as only the updates and changes, or simply the same program or similar arrangement of columns in the same channel where, in fact, specialized channels of division is much more complex, it must be based on market research, according to the different needs of different audiences as the basis for truly according to the needs of key audience groups to produce, purchase and schedule programs to plan and set up channels efforts to achieve TV segmentation of the market-oriented and orderly. Especially for specialized channel, because ratings of the object has been segmented with narrow-casting, we must locate accurate and distinctive features, in order to enable the formation of a solid target audience viewing habits. So that, although the audience for the channel to narrow specialization, but because of the multilevel nature of the market to meet the audience and appreciation of the diversity of taste, making the audiences attention, loyalty and satisfaction, there will be increased significantly. Because of this, television channels targeting specialization must be preceded by a systematic, scientific research work and made a lot of important data, truly from qualitative to quantitative, from coarse to precise, from the macro-to micro-analysis, focusing on should be placed carefully to the audience analysis, competitors analysis, self-analysis, based on their research data and analysis results as the fundamental basis for channel positioning. In this process, in particular, to note the following: First, the audience analysis. In a certain sense, the channel location is only a reflection of the audience targeted. Ability to identify the maximum target audience can be said that the key to the success of specialized marketing channels, which requires the introduction of new survey methods, for the audience to conduct detailed market analysis and scientific investigation. Advanced markets such as the U.S. based on statistical methods, according to level of education and income status, family living area, living area, race and religion, population mobility, etc. 5 a total of 39 large-scale breakdown of the U.S. population is divided into 62 lifestyle different groups. Clearly, on this basis, the audience again to conduct a comprehensive, scientific, quantitative analysis, target audience age structure, cultural standards, educational level, viewing habits, as well as spending power, income, living habits, psychological state, and many other information study on the needs of the target audience can create for their own programs. At the same time, from our perspective, the current television ratings survey results, many of the audience watching television the current arbitrary large number of identical channels in the fac