新媒体时代下交通广播的营销策略研究

发布时间：2018-01-13 23:28

本文关键词：新媒体时代下交通广播的营销策略研究　出处：《广东外语外贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国的广播电台已从福利型、公益型和事业型单位向“自主经营,自负盈亏”经营型产业化企业转型,创收已经成为电台的核心业务和收入支柱。从2013年的广告市场分媒体来看,电视、广播、互联网等都保持了一定的增长,但电视媒体、互联网广告增幅呈现增幅放缓的态势;广播媒体、杂志广告同样增速放缓,报纸媒体则出现了7.4%的降幅。在竞争激烈的媒体市场,在市场碎片化于数字化双重作用下,广告运作的传统基础体系逐渐崩塌,崭新的以信息平台为基础的海量信息数据库体系,新旧媒体混在的“混媒体系”和全媒体营销理论体系构成的全新基础体系正在逐渐形成。近几年来,交通广播俨然成为中国广播最有活力的增长点,取得了巨大的社会效益和经济效益。现如今传媒经济发展迅速,面对新媒体的崛起,作为传统媒体的交通广播,如何在新媒介战斗中守护自己的阵地、拓得发展空间、保持自身品牌核心竞争力,这是至关重要的。对于交通广播而言,随着技术和时代的发展,了解信息的渠道日益多样化,交通广播应与新媒体相融合,达到“为我所用”。GD电台在中国的广播届地位举足轻重,其许多做法在中国广播界都具有引领作用。本文以GD电台羊城交通广播作为案例,通过对内外营销环境分析,从新媒体时代下交通广播的自身与外在挑战入手,根据品牌营销与新媒体等理论,分析出媒体融合环境下交通广播如何挖掘自身的品牌优势,借助新媒体的力量,取得新的发展,与新媒体“共生”。本文不仅对广播营销创新提出理论支持,更重要的是对中国交通广播如何借助新媒体的力量,取得新发展的实际操作,提出了一些比较务实的思路、手段和方法。
[Abstract]:China's radio stations have been transformed from welfare, public welfare and enterprise-oriented units to "independent management, self-financing," operating industrial enterprises. Revenue generation has become the core business and revenue pillar of radio. From 2013 advertising market media, television, radio, the Internet and so on have maintained a certain growth, but television media. The growth rate of Internet advertising is slowing down; Broadcast and magazine advertising has also slowed, while newspaper media have fallen by 7.4%. In a highly competitive media market, the market is fragmented by digitization. The traditional basic system of advertising operation gradually collapses, and a new massive information database system based on information platform. The new basic system of "mixed media department" and the whole media marketing theory system is gradually formed. In recent years, traffic broadcasting has become the most dynamic growth point of Chinese broadcasting. Nowadays, the media economy is developing rapidly. In the face of the rise of new media, as the traditional media traffic broadcast, how to defend their position in the new media battle. It is very important to expand the development space and maintain the core competitiveness of our own brand. For traffic broadcasting, with the development of technology and times, the channels of information become more and more diverse. Traffic broadcasting should be combined with new media to achieve "for me to use". GD radio station in China plays an important role in broadcasting. Many of its practices have a leading role in the broadcasting industry in China. This paper takes Yangcheng traffic broadcast of GD radio station as a case, through the analysis of internal and external marketing environment. From the new media era traffic broadcasting itself and external challenges, according to brand marketing and new media theory, analysis of media fusion environment traffic broadcasting how to tap their own brand advantages. With the strength of new media, we can get new development and "symbiosis" with new media. This paper not only provides theoretical support to the innovation of broadcasting marketing, but more importantly, how to make use of the power of new media in Chinese traffic broadcasting. The practical operation of new development is obtained, and some practical ideas, methods and methods are put forward.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F

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