THE RESEARCH OF ZHEJIANG SATELLITE TV “CHINA BLUE”-DERIVED PRODUCTS MARKETING STRATEGY
ABSTRACT: Zhejiang Satellite TV had a new version on August 25,2008and rolled out the new concept of “China Blue” grandly. In the revision of the year,Zhejiang Satellite TV’s program not only in viewing, public praise, especially before the other TV’s, the first to launch the Zhejiang Satellite TV "China Blue" derivatives, created another color marketing field of new era. Based on the analysis of "China Blue" derivatives marketing development status and the successful marketing experience of derivative products of the Disney group derivatives, the text put forward a comprehensive, three-dimensional and feasible suggestion to promote the overall brand value of Zhejiang Satellite TV and the benign operation of its industry chain. It also will provide certain reference and learning value to other TVs and local stations for their development.
KEYWORDS: Zhejiang Satellite TV; “China Blue”Derivatives; Interactive marketing; Brand operation