Research On Media Collaborative Marketing Strategy

At present, the explosive growth number of media and media content have brought more choices to the audience, but the audiences face with the homogenization of media content, become random and disorderly, loyalty will be reduced. These changes of mass media in marketing have brought new challenges, media managers found that media organizations monomer self-centered marketing position or only rely on the media industries resources it is very difficult to achieve the desired objectives. How to attract the scarcity attention of the media audience and achieve the social and economic benefits in the face of fierce competition, collaborative marketing media increasingly popular.Media collaborative marketing from a strategic perspective, emphasizing the cooperation with other organizations, extensive use of external resources. It can achieve economies of scale, lower marketing costs, increase customer interests, get external economy and raise barriers to new entrants. This paper summed up main mode of collaborative marketing, that is, Vertical coordination of marketing models such as content distribution type, content creation collaboration type, product brand extension type, levels of union-based collaborative marketing mode such as channels coordination type, sharing customer type, bundled type, additional interest type, brand union type, and ad alliance type.Due to the external uncertainties and uncontrollable factors, it may lead the risk of organizational culture, cost risk, brand risk, customer risk of conflicting.Therefore, it need an adequate market research, based on the questions from the audience perspective, by developing a detailed protocol, enhancing communication, improving professional marketing standards, dealing with a good relationship between various costs and benefits, then it can achieve a win-win. Collaborative marketing strategy has been to use in the industry and get a significant results such as Super Girl.