SWOT Analysis Of The Marketing Strategy Based On Television Programs

TV programs are spiritual products, they are special commodity, they both have propaganda and commodity value attributes, and as the same material products can enter the market for market operations. Our television industry in constant reform, television market is constantly being improved, television programs market-oriented are also rising, television programs increasingly active market operations, television programs will need to develop marketing strategy marketing theory guidance.SWOT analysis as a basic marketing methods of analysis, one of the general merchandise market has a universal significance, companies are also using SWOT analysis for internal and external environment and then develop marketing strategies. Marketing strategies of television programs to develop according to SWOT analysis can be successful and achieve economic and social benefits.SWOT analysis is divided into two steps, the first is to analyze the internal and external environment, followed by the build SWOT matrix and identify regional development strategy, this article is to follow these two steps for analysis and argumentation. First analysis of television in which the internal strengths and weaknesses of the environment and external opportunities and threats to the environment, to select the most important factors were analyzed, and then build SWOT matrix, respectively SO, WO, ST, WT development of regional internal and external environment in which the corresponding proposed TV programs marketing strategies, and examples for analysis. SO, WO, ST, WT development of regional television programs and television under the respective adopt innovative strategies, channel strategy, differentiation strategy and brand strategy, and each of these marketing strategies are analyzed. Advantages and disadvantages of the four marketing strategies in the specific application requires weakness, conducting marketing strategy analysis is also made recommendations on how to avoid weaknesses and practices. Examples presented in this paper are in line with internal and external environmental analysis, in reality, some successful examples of confined space limitations do not do too much. This paper presents the TV show does not have a unique marketing strategy, but in the corresponding development strategies appropriate to the strategy adopted in practice can take a wide range of strategies to achieve different marketing objectives.SWOT analysis has the absolute nature of the television program formulation and implementation of marketing strategies, but flexibility is a television program by the " human factor " and the combined effect of macro and micro environment, the paper finally marketing including three aspects:marketing strategy often fixes marketing strategy diversification, economic and social benefits combined.