The Reaserch On Advertising Marketing Strategy Of Hebei Broadcasting Station Private-car-radio

With the steady development of the economy, new media, especially APPs(applications), have changed people’s lifestyles. It makes people relying on new media by providing outstanding user experience. Legacy media are impacted in many aspects, such as the emergence of new media, intense regional competition, more and more vehicles, and local ad market saturation. As one of legacy media, radio has been affected and facing severe problems, such as loss of audience, ad reduction, as well as plans of reducing broadcast. All these problems make broadcasting a less promising career. However, thanks to a unique transmission, lower operating costs, and high quality of industry professionals, broadcast still have time to deal with this challenge.Restructuring and integrating are necessary to deal with the changes of media. By communicating with a number of developed radio stations, professionals and experts, we came to conclusion that car radio is an effective transition direction for broadcasting. On July 1st, 2013, Hebei car radio operated after the formal transition. Hebei car radio broadens new media channels as a result of the increase of private cars. However, total amount of ad is limited because of fierce competition in local market. Moreover, the potential to generate income of new media is not fully developed yet. All of these reasons lead to its first bottleneck of Hebei car radio ad revenue.This paper tries to clearly locate Hebei car radio market from the STP analysis and the study of external and internal market environment that car radio facing. "6P" marketing theory helps to find new marketing plan for ad income, so that Hebei car broadcasting could build a solid foundation and generate more revenue.