Research On Marketing Mode Innovation Of Radio Station

The prompt development of Internet,especially the mobile internet in recently years,has completely changed the receiving source,habits and even thinking modes of traditional media audience,which brought tremendous shock to the traditional media,leading to continued decline in television using rates,newspaper subscriptions,and radio listening rates.Based on this background,this thesis adopts research method on single case study,taking Jiangxi Province Q Voice as a case study,and researches on how it can adjust its business style during the critical period of social and economic transformation and upgrading,find a new path to repack and standardize its high quality radio programmes,besides the radios shows programming,broadcasting,and advertising.It has broken the territorial limitation and outputted to more than 40 radio stations in 3-4 level cities across the country,which created a brand new marketing model-sharing programs and creative service export model in nationwide sales.Moreover it initiated a brand new upgrade and innovation of the traditional radio station in our country.This thesis applies literature survey method,interview survey method and other research methods comprehensively.It has summarized the domestic and overseas marketing model innovation research achievements and introduced the motivation of the marketing mode innovation of Q Voice,as well as analyzing the feasibility and necessity of broadcasting marketing mode innovation.It focuses on the innovation path of broadcast program marketing mode,which is to achieve good results in promotion of sales performance,marketing efficiency and customers' satisfaction,through various means of product innovation,channel innovation and pricing innovation.The marketing mode innovation of Q Voice is a beneficial complement to the marketing modes of traditional radios,which is worth learning for other radios.According to the research on the analysis of Q Voice development,it can be a good reference for the marketing mode innovation of traditional broadcasting media.