SX Media Group's Integrated Marketing Strategy Research For Broadcasting And Television Enterprises

With the coming of New Media Era and rapid development of digitization,internet and mobile communication,Media industry changes a lot.In the age of New Media,internet,wireless communication network,digital broadcasting network,digital radio network,tele vision network and satellite have become new channels for media.Correspondingly,many devices turn into new terminals except for television,such as computer,mobile phone,PDA,MP4 and so on.In order to cope with the changes of the new pattern and channel,radio and TV companies have set up the media group and made strategic planning of the fusion media to help promote the integration in the fields of products,.terminals and industry in recent years.This paper takes Shanxi Radio and media group for research object to discuss how to adopt marketing strategy to develop new market prospects and ensure sustained and healthy development of the group in the background of the fusion media.This article embarks from the marketing research significance,and reviews the related studies at home and abroad.Secondly,The new media,new media marketing concept,4Ps theory,integrated marketing theory,STP theory and accurate communication theory were systematically combed.It lays a theoretical foundation for the analysis of research problems.Based on,the analysis of the marketing status of SX media group.Using PEST and 4P and other related theories,this paper analyzes the marketing environment of SX radio and television media group.The emphasis is on the status quo and its own characteristics.Through analysis and demonstration.The traditional media segment of SX broadcasting media group.The new media sector and diversified business sector put forward three integrated marketing strategies with practical operation.Last,Some feasible measures and conditions are put forward,Ensure integrated marketing strategy can be successfully implemented.The innovation of this paper lies in the great background of environment change,Focus on the characteristics of the media industry,Firmly grasp integrated marketing,Helping broadcasters analyze the appropriate market prospects,Find target audience,Increase market share,Win the initiative in the fierce market competition,It provides theoretical and practical guiding significance for radio and television enterprises,And to provide reference value for improving market competitiveness.