Research On Marketing Strategy Of Traffic Broadcasting In New Media Times

The broadcasting station of China has transformed from an organization of welfare, public benefit and institution to an operational and industrialized enterprise with “independent operation and self-sustaining” and generating revenue has become the core business and backbone of the revenue. As is seen from the segmentation of advertising market in 2013, TV, radio and internet has maintained growth to a certain extent. The increase of TV media and internet advertisement has slowed down; this is also the case for broadcasting media and magazine advertisement; the newspaper media has dropped 7.4%. In the competitive media market, the traditional fundamental system for advertisement operation has gradually collapsed under the impact of fragmentation and digitalization of the market. The brand-new vast information database based on the information platform, the “mixed media system” of both old media and new media, the completely new fundamental system consisted of theoretical system of overall media marketing have gradually come into being.In recent years, the traffic broadcasting has obviously become the most dynamic growth point and has achieved tremendous social and economic interest. Nowadays, with the rapid development of media economy, with the rising of new media, it is of vital importance how the traffic broadcasting, as the traditional media will guard its vantage, expand the development space and maintain the core competitiveness of the brand. As for the traffic broadcasting, it should be integrated with the new media, with the development of technology and times, learning from the new media and understanding the increasing diversification of information channels.GD broadcasting station has played a vital role in Chinese broadcasting area, with many practices leading in this area. Taking Ram broadcasting of GD broadcasting station as the case, the thesis starts from the challenges of the inside and outside in new media times, by making analysis of marketing environment inside and outside; it then analyzes how the traffic broadcasting will explore the brand advantage under the integrated environment of media, gain new development and co-exist with new media with the aid of power of new media. The thesis not only puts forward the new theoretical support for innovation of broadcasting marketing, but also proposes some relatively practical thinking, means and methods for Chinese traffic broadcasting to obtain the practice of new development by way of new media.