Study Of New Strategies Of Advertising Marketing Under Media Convergence Background

The traditional media has changed into a new media combined with different media types in the background of media convergence, which is caused by the quick development of the digital technology, the network technology and the communication technology. In such a complex media environment and its variations, as a promoter depended on the media industry, the advertising business also have some drastic changes in the advertiser, the market, the audience and the advertising media. All the changes became into the new factors, and induce the strategy innovation in advertising business. Finally, the three new features have appeared, which is that the audience-oriented is the first principle,improving advertising culture is the essential requirement, and reconstructing the current advertising strategies is the way to create new advertisement.The thesis has discussed the important features of the advertising marketing under the background of media convergence and has summarized four creative advertisement strategies in the present situation. Then I have given some examples to explain the three new features in these strategies. I also have compared the advantages, the disadvantages and the applicability of the strategies. The social marketing, based on the network, will enlarge the region of the audience in horizontal direction and improve the notability of the brand in the vertical direction. The strategy can well meet the needs of audiences and consolidate their reliance on the brand to achieve the sales target.The strategy of ubiquitous marketing is realized by constructing a consumption scene and the product purchase take place spontaneously.It is very easy to accomplish a good sales performance and to fulfill by the off-line dealer, whose market usually is extruded by the online dealer. The big-data-based advertising strategy is highly recommendedin advertising business, which will be the main tendency of the future advertisements. Although, in consideration of both private protect and accuracy of the big data analysis in present situation, it still has a long distance to push the advertisements to the audiences in actual use. The virus-like advertising is a rapid way to copy and transform amount of advertisements in a low cost by the audience's assistance. As the immunity, the media literacy, of the audience, is improved, the reform of this strategy is required.It is found that the four strategies break down the disadvantage of the single mode in traditional advertising marketing. Nevertheless, they also have their properties. Anyway, the audience's need is the only goal.To achieve this goal, not only the standards of the whole advertising industry need to be raised, but also the old strategies must be continually improved and converted to the entirely new ones. I hope the three new features of the advertising strategies are useful to bring some enlightenment to study the new strategies of advertising business under the media convergence background, and to find the high cost-benefit and most appropriate advertisement for different advertiser.