The Value Reconstruction Of Broadcast Advertising In The New Media Environment

In recent years,with the development of science and technology,the popularity of Internet,great changes have taken place in the mass media environment.Media environment change,forcing the traditional mass media transformation,most domestic radio stations reform steps towards the media fusion,from system on separation,the outsourcing of programs,such as radio system mechanism reform,to the diversity of advertising management,technological innovation on the level of concrete operation,such as radio people are struggling to adapt to the impact of traditional broadcast on the Internet,new media gradually to change the status quo of Internet audio platform,especially "content is king" radio program reform,in terms of program production,broadcast mode actively introduce advanced concepts,equipment,adjustments must be made to show form unceasingly,more and more near to listen to the needs of the audience,to cater to the target audience to listen to the be fond of.But at the same time,most of the radio broadcast advertising has not changed,but almost keep original form by the audience as a boring "auditory bombing".Broadcast advertising in radio frequency ratio is great,is broadcast media important constituent,is the domestic radio stations of the main economic lifeline,therefore,at the same frequency shows progress stalled and advertising,advertising business conditions has become a big difficulty in broadcasting industry.Under the new media environment,the old radio advertising business,create model has revealed many problems,a serious threat to the survival of broadcast media,how to improve the ability of the spread of radio advertising effect and the income is one of the biggest task to broadcast advertising agents.This article embarks from the root,from the media environment changes and the new media environment transformation characteristics of broadcast advertising,etc.,analyze the existing situation of the current domestic radio advertising,radio advertising under the new media environment of the economic value and humanistic value analysis;combining with the actual case,the current domestic radio advertising value pursuit one-sided performance,hazard analysis,and put forward the feasible radio advertising from the perspective of practice value reconstruction strategy,from the most fundamental radio advertising value concept,to the practical level of broadcast advertising marketing model,technique,comprehensive reconstruction of broadcast advertisement new media environment value,and puts forward would help radio advertising to maximize value practical Suggestions,in order to broadcast media to seek new development in the new media environment provide certain help.