Under The New Media Environment Of Heilongjiang Radio Marketing Strategy Analysis

In recent years, with the rapid rise of new media, newspapers, radio,television and other traditional media is undergoing tremendous impact and challenges, in 2014, the traditional media advertising revenue has been varying degrees of negative growth. As the first local radio station in China, Heilongjiang people's Broadcasting Station(Dragon) has been developing steadily in recent years. It is an important issue that must be faced in the face of the complex internal and external environment, how to realize sustainable development in the market competition.The emergence of new media is brought about by the mode of transmission and the way the audience receive information, the importance of reading habits change. Radio as the enterprise management in institution operating entities can draw lessons from the marketing idea of modern enterprise management, based on the second sales theory of medium, to improve the rate and the market share of program, in order to enhance the market competitiveness of broadcast media.Based on the characteristics of the new media form, specific analysis, SWOT analysis method, analyzes the new media environment broadcast the strengths,weaknesses, opportunities and threats, and combining the marketing 4 p and 4 c,4 s theory, on the radio in to tease apart the plight of the new media environment analysis, proposed the heilongjiang radio program in the new media environment marketing strategy and strategy implementation. It is concluded that the new media environment, heilongjiang radio only play their own advantages, for multiple platforms fusion, improve organizational structure, perfecting the talent management to achieve new development opportunities.