Research On Innovative Strategies Of Chinese Radio Advertising In Mobile Internet Era

With the rapid rise of the Internet in China and unprecedented prosperity of mobile client, the information communication technology based on internet, mobile communication and digital technology, make the end user, such as smart phone and i Pads, pronged up everywhere, and thoroughly changed competition pattern of the traditional medium, challenged by mobile internet. Under the background of mobile Internet era’s rapid development;This paper studied the innovation of the radio advertising strategy that is the he transformation of the sustainable development of the future radio advertising. It is undeniable that new medium’s advantage and prospect is obvious. But it didn’t mean that the traditional media would die out from the stage of history. What’s more, the new medium relied heavily on traditional media. Therefore, in the suppress of the new medium, how to rely on the broadcasting media’s own characteristics and advantages and find out the breakout, based on internet, mobile communication and digital technology, is so important to complete the fusion of the broadcasting media and the new medium and seek common development.Based on the mobile Internet era, in this paper, the core content is to study the reasons, advantages and existing problems of radio advertising transformation, to analyze the transformation of the contents and forms of advertisements, advertisers business model, advertising thinking, the audiences’ accepting information and radio advertising media platform. Based on the level of advertiser, radio advertising content, media channels, radio advertising group and the audience level, the paper is to study the innovative strategy under the mobile Internet era and the example, Voice of China of CNR, to study its location, advertising condition, advertising marketing mode and reform and innovation.