Marketing Strategies Of Traditional Media Under The Impact Of New Media

Since the1990’s, the world news dissemination has witnessed a rapid development. During the100years, with the development of science and technology, after the newspaper, periodical, social communication, traditional media, radio, television and new media-the Internet have come out in succession, meanwhile news dissemination means become modernized as well."Global village " is becoming smaller and smaller, while the influence of journalism and communication on the world politics, economy and culture is becoming larger and larger.With the continuous development of various media, the competition between traditional media and new media has become more and more fierce. In such new situation, how traditional media does the marketing, makes progress, and develops has become a very urgent and thorny problem.The authors think, nowadays, traditional media still has some inherent advantages which new media don’t have, For example, a strong content of productivity, professional news dissemination idea and operation mechanism.These resources and characteristics should make the majority of practitioners of traditional media full of confidence and determination, and thus they will develop and strengthen themselves in the fierce market competition.This paper means to exchange ideas with the peers, so that everyone could be fully aware of the fierce competition lying ahead of traditional media in the current new situation. Then we can make full use of the advantages and become stronger and stronger.The author is engaged in the traditional media industry. So this paper, based on his own experiences, points out some of his thoughts and ideas for future development of traditional media. In this paper, from the6aspects, the author explains, with a traditional media worker’s love for the job and great expectation to the future, the powerful impact on traditional media’s development and its advantages, new media and its vigorous vitality, the basic meaning of marketing strategy and future new media marketing strategy.The author, clearly puts forward in the paper his own point of view, that is the traditional media marketing should implement the " product strategy oriented" marketing strategy firstly, and adhere to the concept of " content oriented ". Then it should make use of excellent programs to attract audience, expand its influence via a traditional media marketing "channel strategy " as well as good management, and finally improve its social and economic benefits, to enhance their strength and vitality.At the same time, the author adopts the way of combining theory and practice, to express some of the basic characteristics of the traditional media and new media in the first place and some of the basic theories of marketing thereafter. Then based on their actual operating experience and lessons, the author explains clearly that traditional media, in the fierce market competition, can still have their own share in the market. Hopefully, this paper can throw some insight on this point.