China's TV industry has undergone a major transformation in its marketing strategy in the course of its development in just a few decades. This is the viewpoint expressed by Prof. Wang Tao, the head of the marketing department of the School of Economics and Management of Wuhan University, and the “Strategic Marketing†for the EMBA Zhejiang class students of Zhongnan University of Economics and Law in Hangzhou, Zhejiang. From a large number of marketing to differentiated marketing, to the target marketing has made a qualitative leap.
In the early 1980s, a lot of marketing
In the 1980s, at the beginning, there were not a few TV stations that we could see. What do we look at? CCTV, ignoring the different needs of the audience, the program is the oldest, news, evening, serial, because of the program for all ages, can get higher ratings. At this time, the target market is in short supply. The policy adopted in this matter is to ignore the differences, seek common ground, and seek customers with common points, taking into account the needs of a large number of audiences. Don't worry that customers will run away, they won't find me because they have no other choice.
A large amount of marketing means that there is no demand in the market, and there is no high requirement for product differentiation. As long as it can be obtained, it is a neglect of the difference in customer presence. This is also the era of primary marketing.
Transformed into differentiated marketing in the late 1990s
By the end of the new millennium in the late 1990s, TV stations have gradually increased, and the number of TVs owned by people has gradually increased, and the market supply and demand have reached a basic balance. At this time, there are more specifications, more models, and more forms of programs, trying to cover the needs of the audience. Although more and more columns and channels have been developed, the TV stations are not very clear about who the columns are for, and there is no clear direction for product production.
Differentiated marketing is the production of differentiated products or services for different customers.
The future direction will be the target marketing
People's living standards continue to improve, tastes continue to escalate, people have less time to turn on TV, some TV stations have changed with the trend, gradually subdividing the market, like Hunan TV station is creating happiness, Hainan TV station is creating boutique tourism, and Some programs, such as Jiangxi TV's "Legend", have attracted a curious audience. Jiangsu TV's "Human" attracts some people with extremely rich feelings. Market segmentation such as this will be the future direction of TV stations.
What is the difference between differentiated marketing and target marketing that face customer differences? The overall performance of differentiated marketing is passive, negative, and it is unclear who the product is sold to. Everything is developed and the choice is in the hands of the customer. The target marketing is positive and proactive. According to their own advantages to do their own strong products, there is a very strong pertinence, the initiative to firmly grasp in their own hands, in order to achieve the purpose of affecting customers, allowing customers to buy their own products.
Target marketing is clearly targeted, what kind of products are produced, and any service is designed to meet a specific customer base.
Marketing strategy is changing with the supply and demand of the market
Customer needs are always different, and marketing strategies change with the supply and demand of the market. Why the "Spring Festival Evening" ratings are not as good as one year, and it is related to the marketing market segmentation principle. Because the goal of "Spring Festival Evening" is to satisfy as many as possible, we must meet the needs of workers, farmers, soldiers, businessmen and people of all nationalities in the country. Today, when the TV market is highly subdivided, people's tastes are gradually escalating. Today, "Spring Festival Evening" no longer has the scenery of the past, and the high ratings in the past will never return.
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