Creative Economy marketing revolution era -3

Hunan Satellite TV's creative integrated marketing model is composed of three parts, namely, creativity is the fundamental process of integration, collaboration is the soul.

Creativity is the television media industry, the foundation of this, television media industry is the essence of the creative industries. From the industrial point of view, the creative industries are the cultural values and business value of synchronization, which means that the creative industries, business practices need more intervention. From the audience perspective, the current show younger viewers, personalized, knowledge-based features, personalized lead to market the "debris" and the popularization of knowledge lead to creativity and richness. Enterprises from the customer, the customer enterprises the commercial value of creative products have a better understanding, but also the realization of creative resources providers. From the industrial chain related enterprises (new media, etc.), the related enterprises from the industry a high degree of creative products to enhance the commercial value of knowledge, and their realization is also an important provider of creative resources. Creativity and drive to connect all stakeholders in integrated marketing platform to build innovative and creative ideas throughout the production, processing and creative, innovative product marketing, creative derivative products as well as the extension of the whole process.

Integration is the process is to deal with the audience, the customer business, the key to the new media pressure. Through the integration of the TV media owners body can be the audience, the customer business, new media marketing into the main body together to create innovative integrated marketing platform to enlarge the creative resources and reduce the creative achievement of resistance. On this platform, the audience: "mass entertainment of the public," the civilian route, people's livelihood and create a harmonious style of the audience (the pro-and, participation, stickiness, loyalty, acceptance of the high); customer business: become a strategic partner, a simple ad variations into a two-way integrated marketing communication; new media: television and new media cooperation, interaction and integration of a common platform to become creative.

Interactive collaboration is the soul. TV media interaction with the audience, viewers can improve satisfaction ratings and viewing duration, and businesses can better meet the needs of interactive advertiser's corporate marketing needs, improve the effectiveness of television advertising input-output; through and including the network of new media in affiliated enterprises within the interactive industry cooperation and competition can join the cake bigger market and realize the interests of individual enterprises and industries to enhance the overall interest of the ecosystem of the amplification, the promotion of regional GDP and employment growth. Creative integrated marketing at the same time balancing the audience, business and social interests of the Tripartite.

Summed up the characteristics of integrated marketing ideas are as follows: 1. Creative to win - every aspect of creative Forever demanding fresh, seize the eye ... ...

2. Multi-main involved - co-operation of all parties needs are met, there is no loser is equivalent to each have a subjective consciousness ... ... 3. Means integration - program means a means of diversification and diversification of corporate marketing intersection again ... ...

4. Sustainability - such as Mengniu music-based entertainment marketing, Qingdao Beer-based sports marketing and entertainment, all while continuing to ... ... 5. To deepen and extend - the influence of programs and activities derived for enterprises to continue to use ... ...

Collective leadership is the steering wheel, "four-wheel-drive" creative integrated marketing system is the wheels, creativity is the engine, integrated television, viewers, customers enterprise, cooperation and other new media resources for fuel; Hunan Satellite TV's "Happy" is loaded with television locomotive The audience, customer businesses, cooperative enterprises and products to a happy happy to drive the fast lane of a harmonious society.

Hunan Satellite TV's creative integrated marketing to the television media industry has brought disruptive changes in the success of Hunan Satellite TV is China's creative fruits of economic prosperity. Starting from the creative economy can not only read thoroughly the phenomenon of Hunan Satellite TV, but also ideas that China has accumulated successful experience in economic development.

Hunan Satellite TV's creative integrated marketing model, taking into account the television media, the audience, the customer business and the interests of society is most consistent with the nature of television product innovation marketing mode, is also in the creative economy features of the times of the television media industry marketing. Through all-round integration of the audience, advertisers and even the new multi-media resources can be shared to build the audience to produce high-performance program, and be able to produce good economic results, the realization of the audience, advertisers, television and other stakeholders win-win situation.