Marketing Strategy Research Of Q Radio Station

Recent years, digitization, networking is the spread trend of media. New media is changing the traditional media world, such as:radio app, news app and video websites. 2015 "Internet+" to be the national strategy, Many industries being challenged.Q radio station founded in 2006, we are the first one proposed "motor radio". From then on, Q radio station utilizes international programming, reflecting own characteristics and competitiveness. Currently, it has occupied a dominant place in terms of advertising revenue and car-owner’s cognition degree in this city. However, just as stated above, the new media’s impact and rapid change in the market have intensified the crisis awareness. So, the business philosophy of Q radio station needs to be updated. Also, it should be established in the market, and make a deep analysis of our customer and target market, as well as occupy a larger market share through the implementation of effective marketing strategy.In this paper, many methods have been adopted, such as the literature research, empirical research, survey research and interviews, then it analyzes the opportunities and any threats that Q radio station faced, its advantages and disadvantage through the analysis of macroeconomic environment, industry environment and internal environment and marketing environment that Q radio station faced. Then it uses the quantitative conversion tools: the external environment EFE evaluation matrix and internal environment IFE evaluation matrix to analyze the utilization of Q radio station towards external opportunities and internal strength. In addition, it also proposes the feasible scheme of marketing combination through the STP market segmentation. Ultimately, it helps to achieve the maximization income and social dual benefits based on the current situation of Q radio station.