Dalian Tv Station Car Part Marketing Strategy Research

With the prevalence of digital television, people can acknowledge more and more channels. In such an intensive environment, Dalian TV Station is confronted with high pressure which is growing day by day. TV program is a main media product facing more and more fierce competition. It is very important for TV program to take effective strategy and tactics in management to get high audience rating and revenue.The thesis selects Automobile Pioneer, the program about auto by Dalian TV Station as research object and makes analysis about problems in its operation. Furthermore, the thesis draws conclusions about the marketing tactics of the program by using multiple tools and principles in marketing and radiation. There are four parts in the thesis. Research background and research plan are described briefly in the first part. In the second part, analysis about macro environment, industry environment, internal environment of the program, target market and competitor are made. The author made strategy and tactics analysis in the third part. In this part, target market and market position of the program are defined, and SWOT analysis is made. On the basis of analysis above, differentiated strategy is selected. In direction of the strategy, the thesis gave tactics of the program with consideration of characteristics with program about auto. Also, the thesis put forward a few measures to realize strategy and tactics.. In the end, the thesis gets the conclusion.The tactics include product tactics, price tactics, promotion tactics, place tactics and brand tactics. The suggested product tactics is about content diversification, knight service. The suggested price tactics is about price consolidation and price cross-combination. The promotion tactics is composed of advertisement, sales promotion and public relation. The main content of place tactics is that main producers of the program should face customers directly. At last, the author suggested that program managers should attach importance to CI and other means of brand management. High audience rating and revenue are expected through delivery of tactics.The thesis is meaningful for both Dalian TV Station and other TV programs in marketing management.