The first part is background analysis.

I. Analysis of social background

With the continuous development of social economy. On the one hand, the material life of units and individuals has been improved as never before. With the improvement of material life, people put forward further requirements for their own health.

Some social elites with advanced economic conditions began to pursue physical strength, hoping to gain a stronger physique and a tougher spirit. They stand at the forefront of society and are good at accepting new things; Another part of individuals or families with relatively backward living standards also ensure that they have relatively stable medical funds for preventing and treating possible diseases. Due to economic constraints, they pay more attention to the health of their immediate lives and ensure the health and safety of food, clothing, housing and transportation. On the other hand, economic development has also brought a faster-paced lifestyle. The more developed areas, the more obvious this trend is. Fast-paced work and life have caused people's physical and mental load and caused various health hazards. The elite with advanced economic conditions are also under relatively greater physical and mental pressure. People's demand for health is more and more urgent. Therefore, the launch of Health Express is necessary and forward-looking.

Second, socio-demographic analysis

In terms of age, social groups can be divided into four groups: old, middle, young and young. The elderly pay attention to the prevention, health preservation and health care of some diseases of the elderly. The health needs of young and middle-aged people are changeable. People with relatively good economic foundation pay more attention to fitness and mental health, and hope to get physical and psychological breakthroughs (extreme sports) after work. Another part of young people (mainly young people) pay more attention to body shaping and beauty besides fitness within the scope of their own economic conditions. As the main creators of social wealth, young and middle-aged people are under relatively great social pressure, and they urgently need a channel to relieve the pressure.

To maintain their relative psychological health. The health of infants and children is mainly concerned with their physical and psychological growth. Because infants and young children themselves basically have no sense of autonomy, this kind of information is mainly concerned by parents.

In addition to the above four groups, there is also a social group with a single family as a whole, which is the so-called housewife. Most housewives have mastered the basic livelihood of their families, and their health concepts are strong and pragmatic, such as which toothpaste is good, which clothes are made of healthier materials, which foods are more nutritious, and so on. They influence the basic health concept of every family, and relatively speaking, they pay more attention to a healthy life.

The second part is positioning analysis.

First, column positioning

According to the analysis in the last part, we divide the potential audience of the column into three parts: office workers (including students), housewives (including children and adolescents) and elderly groups. The column is positioned as a fashionable, life-oriented and intuitive health concept propaganda. Strengthen the interactive content of the column, ensure the attraction of the column, and strengthen the information communication with the audience.

Second, advertising positioning

Advertisements between columns should try to avoid alcohol and tobacco advertisements (if there is health wine). Vigorously avoid procrastination and long-term health care medical advertisements. Too long advertisements will affect the audience's attention to the column, especially as a new column. It is recommended that each advertisement should not exceed 20 seconds.

The third part is the division of sections.

Xinglinfeng publishes cutting-edge health consultation and health news closely related to life.

The healthy oxygen bar is divided into two parts, one of which publishes various contents such as beauty and body shaping; The other part, as a semi-interactive column, analyzes the manifestations of various psychological diseases of modern people and the methods of self-control and treatment.

The medicated diet room is divided into two parts. One part teaches you the production and efficacy of various seasonal medicated diets, and the other part teaches you to distinguish various ingredients.

The interactive column of Mommy Baby introduces in detail all kinds of physical and mental health problems that may occur during the child's growth. And teach you how to solve it properly.

In the interactive column of groupies, through the reports of the audience, idolized journalists took to the streets to find healthy and long-lived elderly people and visit their health secrets. Once a week or every issue, agree with their regimen, encourage the audience to vote online, and select a health star every month.

The echo wall summarizes the problems raised by the audience in the last column and solves them.

The fourth part is the promotion strategy.

First, early promotion

Take "fans" as the breakthrough of column publicity, and make a unique advertising film to attract the participation of potential audiences.

Second, the late promotion

When the column is valid, choose a long holiday (such as Spring Festival, May Day, etc. ) Do a self-funded hike or bike hike for energetic young and middle-aged audience. Follow-up reports, and also select health stars with excellent spirit and body through online voting.

The fifth part is information feedback and program rest.

Through hotline, questionnaire and network information feedback. Analyze the advantages and disadvantages of the previous programs, make appropriate modifications, and be careful not to make too abrupt adjustments to the large sections of the programs, which may easily affect the existing audience. Make changes in content. If some programs are not strong enough, you can shorten the program time first and switch to other programs.