Research On The Mecdia Integrated Marketing Strategy Of Shandong Radio & TV Media Group's Under The Internet Era

In recent years,the media pattern,the ecotype of public opinion and communication technology are profoundly changing,especially the Internet technology is leading a media revolution,which becomes a subversive force in remolding the world.In this era of change,the traditional media have arrived at the crossroad of innovation or stay.With no exception,traditional media met the reduction of audience size,declining market share,the dilution of influence on spread and the decline in the advertising business benefits,which have completely changed the ecological environment of traditional media and have made it face the unprecedentedly severe test and challenge.Competition among the various media industries and huge changes of the development pattern put forward a newer and higher requirements on integrated marketing,so this article will take Shandong Radio&TV Media Group as the main object to analyze the current situation.Specifically,this article will adopt literature research,comparative analysis,case study and interview method.First of all,I start that with the analysis from the domestic media's current situation to the integrate situation of Shandong Radio&TV Media Group and then I will give a thorough analysis of how Shandong Radio&TV Media Group carry out integrated marketing through the age of the Internet media,summary the step which Shandong Radio&TV Media Group go from 'add' to 'melt'stage.Meanwhile there are some important problems in this drastic market competition environment.For example,media's integrated marketing is far from 'perfect';the benefits improvement of advertising business is facing some huge difficulty;especially the lack of famous-brand programs and the innovation of programs and marketing ability.It is essential for media professionals to find out approaches in how to prevent Shandong media from the above problems.There are some points to keep alive and get some breakthroughs in the era of Internet.We are supposed to renew our thoughts and comply with the wave of Internet and mobile.It is also important to abide by modern laws of journalism and communication and to promote the fusion of various media.Besides,optimizing the advertising structure and improving the proportion of advertisements which can meet the demands of customers and the emotional appeal of the audiences will help the advertising business go further.What's more,taking an active part in planning brand programs will increase the "stickiness" of the audiences.which can really improve the reputation of the program.In fact,if we make a more effective implementation of the internal organizational structure,human resources integration and input of hardware facilities and other financial and material resources,we will save lots of various resources,which can be adopted on many aspects.Based on the above research purposes,this paper aims to provide a strategic reference for the media integrated marketing development of Shandong Radio&TV Media Group.