Marketing Improvement Strategy Research Based On Tntegration Of Tradition Of Traditonal Media And New Media

The report of the 18 th National Congress of the CPC put forward that we should strengthen the construction of socialist culture and realize the goal of developing the cultural power.TV media,as the trump card of traditional media,is carrying the heavy responsibility of cultural transmission.With the continuous development of high technology and information technology,cultural industry has become a new source of national economic growth.As the Internet infrastructure construction in China is becoming better and better,the Internet access becomes more convenient and faster.According to the MIIT 's statistics data,in 2016,the number of users with the fixed broadband Internet access of the three basic telecom companies-China Mobile,China Unicom and China Telecom-was nearly 300 million,of which the users of over 20 M broadband access accounted for a staggering 77.8%.In 2016,the number of 4G mobile phone users in China grew very fast.There were up to 340 million new users increased throughout the year,and the total number of users was 770 million.The monthly average mobile Internet access traffic in 2016 reached 772 M,increased by 98.3% year-on-year.With the rapid development of the Internet,computer and mobile phone technology,new media represented by network TV and mobile phone video has attracted more and more users.The new media industry is developing rapidly,while the traditional media is facing unprecedented threats and challenges.New media has a great impact on traditional media.The TV ratings dropped by 30% in 2015.Seldom people are interested in newspaper and radio shows now.Thus,the development of traditional media is encountering unparalleled threats and challenges,which followed by the decline of the advertising revenue of traditional media,and therefore the radical innovation of the traditional media's marketing strategy becomes a necessity.Based on the reference and summary of the previous researches,this paper elaborates the meaning,the advantages and the development status of new media and traditional media respectively,and points out the traditional media and new media are closely tied up with each other and have complementary advantages.Under the new situation of media integration,the marketing strategy has to change accordingly.This paper takes HN Media as an example.Firstly it expounds the general situation of HN Media,and from the four aspects of product,price,channel and promotion,it analyzes the status quo of HN Media marketing by using the marketing theory of 4Ps,pointing out that the company is currently lack of brand awareness,popular programs,communication with the audience,propaganda and marketing personnel.Secondly it analyzes the macro environment,the competition environment and the internal environment of HN Media,and uses the SWOT analysis method to summarize HN Media's advantages and disadvantages,opportunities and threats,believing that HN Media should accelerate its transformation in the process of media integration.The target group of HN Media in the past was mainly the elderly,but in the new media environment young people is the main force.Therefore,it is recommended that HN Media should change the target group from elderly to young people.At the same time,considering HN Media's existing marketing problems,its situation under the current market and its target group,this paper puts forward the following measures for HN Media to improve its marketing: establishing a brand image,expanding sales channels,increasing the communication with the audience,strengthening propaganda and improving the management of the advertising department.In order to ensure the smooth running of the marketing,HN Media should first improve the organization and management system,improve human resources management,strengthen marketing management,and build and upgrade the marketing management information system.The purpose of this study is to help HN Media improve its marketing strategy in the process of the integration of new media,enhance its visibility and obtain certain economic benefits.It also provides a reliable reference for other operators in the traditional media industry,especially in the TV industry.