Research Of Marketing Strategy Of Huizhou Radio And Television Media Corporation Under The Background Of New Media

In the era of new media, people receive various kinds of media form. With the increasing of media types, the audience spend more time to contact the media on the one hand, and the market of traditional media has been diluted and split by the new media on the other hand. The high usage rate and proporation of the whole day contact of internet has brought great challenges to the traditional media. On the one hand, the average audience arrival rate of the market decreases while the audience of new media increases; on the other hand, the audience loyalty of traditional media appears internal differentiation. When aggregating the high loyalty audience, a number of low fidelity audience with different characteristics has emerged. Market share appears the situation of local aggregation and overall dilution in more and more competitive channels.Taking 4P and integrated marketing communicationas and other theories as basis, and using Huizhou Radio and Television Media Corporation as study object, combining with literature research method, empirical research method, interview method and other research methods, this article explores how to take the marketing strategy to develop the new market development prospect under the background of new media, so that the group can achieve sustainable and healthy development.Firstly, this article analyses the origins and significance of the research, and evaluates some related research from domestic and overseas. Secondly, it’s the systematic generalization of new media, the concept of new media marketing,4P theory, integrated marketing theory, STP theory, accurate communication theory and so on, in order to lay the theoretical foundation for the analy sis and research. Thirdly, it analyses the influence that new media makes on television and radio media. Fourthly, it’s the introduction of the general development situation of Huizhou Radio and Television Media Corporation, and it uses the theory of PEST to analyze the marketing problem s. Fifthly, it analyses the marketing environment of Huizhou Radio and Television Media Corpor ation by using the related marketing theories, the method of PEST, five-force mode, etc. Finally, it puts forward that Huizhou Radio and Television Media Corporation need to change the market ing concept. And it need to promote some new marketing strategies, such as to promote the inte grated development of radio and television media and new media, to build platform, to revitalize the resources, to improve self promotion, to strengthen the training of talents and so on in order t o achieve sustainable and healthy development.This article aims to provide the theoretical and practical significance to the traditional television and radio media in our country and Huizhou Radio and Television Media Corporation under the intense market competition at how to identify the target audience, to get precise positioning of the market and to increase the market share. Meanwhile, this is also expected to provide reference value for the television and radio media corporations in other cities at how to develop marketing and increase market share under the environment of new media.