| Interactive marketing as an ingenious theory and practical approach, is intended to allow customers to participate in the marketing process and share gains value, focusing on the full interaction and equal communication between businesses and consumers, so as to form a complete marketing network, customer and us are the boss! Zhejiang Satellite TV innovative use of interactive marketing applied to the practice of media and business development process, to obtain good yields.In this study, from the angle of interactive marketing theory, combined with sponsorship marketing research, select The voice of China case, analysis in-depth of marketing effectiveness and success and failure experience of interactive marketing in this project, and thus provide guidance and reference for media and corporate marketing cooperation in the future.The main results of the study are as follows:From the marketing effectiveness, the audience rating, advertising revenue and brand reputation of The voice of China have achieved unprecedented success. The JDB would like to take this program to continue sales myths and enhance brand value, Zhejiang Satellite TV also get Double bumper harvest of economic and social benefits.For success and failure of the project, the reason for success are partners matching, returned to the position of pure music, created superb quality, and mature planning methods of operation. The voice win great reputation also controversial, mainly in the preheating programs are not hot, the program derivative and lacking of supervision of advertising and marketing.The voice as a reference, this study proposes to expand the suggestions of interactive marketing, the first the city radiation of television program brand, should be from the city to the countryside, and from the coast to the inland expansion; the second building brand programs, cooperation between the two sides need to maintain stability; the third tailored cooperation resources to expand and deepen cooperation content. |
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