Discussion On The Link Marketing Mode Of TV News Columns

In recent years,the era of new media information has continued to iterate and upgrade.Channels such as mobile short video fragmented news and live streaming have completely subverted the traditional media ecology.The production of new media that is more complex,more three-dimensional,deeper and more interactive has seized the commanding heights of public opinion on the mobile terminal and also grabbed certain marketing resources.The backbone of terrestrial channels: TV news programs are therefore facing huge challenges,the ratings are declining,and the integration with new media is not ideal.For TV stations,some TV media compress the program matrix,TV program content sinks in mutual assistance,etc.,no matter what kind of deployment,they all point to the same position: the new media side,but also emphasizes a direction: brand wins.A good brand image can bring better brand space and economic benefits to TV stations.Similarly,TV news programs also need to maintain high-quality brand enthusiasm in order to achieve a more profound and stable depth of implantation in the audience.An important process of branding is marketing.At present,the marketing focus of TV media tends to focus on entertainment programs and movies and TV shows that have a greater impact on ratings and revenue generation weights.The expandable marketing aspects of news columns,especially news columns of terrestrial channels,have not been paid attention to.As a result,reports of large,medium and small news events and activities,as well as the brand concept of news columns themselves,do not highlight the social influence and economic benefits that match them.From the perspective of the current market environment,the marketing model has gradually transitioned from the psychology of possessing consumers to the era of link marketing that drives and guides consumer behavior.So can TV news columns apply the concept of the new market model,that is,the concept of link marketing,and can they be produced and operated in a market-oriented form?Based on combing the relevant theoretical points of journalism and marketing communication,this article starts with link marketing as an analysis point,and takes the news section of Zhejiang TV Station’s Educational Science and Television Channel(including Zhejiang TV News Channel)as an example to build a GART link marketing model,And through framework construction,column status and case analysis,on the basis of GART model to discuss the current link marketing characteristics and further marketing directions of the news column of Zhejiang TV Station’s Education,Science,Film and Television Channel.