Research On Nanjing Radio Marketing Strategy In The New Media Era

With the increase in the number and types of media, today’s increasingly complex media environment, advances in new media technology allows people to access to information, more and more traditional media thus faces many challenges. In the era of traditional media and new media as a watershed in the development process of the media industry, the need to re-examine their own radio station, set up for their own, the new development goals, determine their target audience, re-occupy a certain market share, for this to happen the inevitable choice of its potential threat posed by the new media, the media is out of the ecological environment of the whole expedition and make based. This article is based on the market environment, from the perspective of corporate marketing, analyzes NANJING RADIO(ie, Nanjing Broadcasting Group broadcast media limited liability company) in the era of new media marketing strategy.This paper is divided into six chapters, the first chapter is the introduction, mainly on the study of the origin, research status, research methods and related concepts for the overall elaboration and introduction; the second chapter of the broadcast media business models studied, is based on bilateral market theory analysis; the third chapter diamond model as the basis for the media age NANJING RADIO marketing environment to do the analysis, several elements described herein can be relatively accurate analysis of the current marketing environment NANJING RADIO; the fourth chapter is the strategy of the new media era Nanjing broadcast marketing, strategic planning are the starting point of the audience market segments, improve the quality of programs, broadcasts create brand, with the advantages of the new media to build marketing campaigns through events expand the scope of the audience, and try network marketing; the fifth chapter of the recommendations relating to the new media age NANJING RADIO improve the marketing strategy, which consists of three parts, one is the proposed specific marketing strategy; the second is the mode of operation recommendations; third is to improve safeguards Nanjing broadcast new media marketing environment; the last chapter is the conclusion.