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An Analysis Of The Production And Operation Mode Of Radio Media

Posted on:2019-07-16Degree:MasterType:Thesis
Country:ChinaCandidate:S D ZhangFull Text:PDF
GTID:2428330548468627Subject:Press and Communication
Abstract/Summary:PDF Full Text Request
With the rapid rise of the emerging media of the Internet,how to preserve the competitiveness of traditional media and new media in the traditional media competition,and achieve long-term and far-reaching development,it's a very challenging problem.Based on the background of the era of Media Convergence,this paper uses the 4R integrated marketing theory of marketing to focus on the effectiveness of the relationship marketing between enterprises and consumers.The literature research method is used to sort out the current research status of the media and broadcast media at home and abroad,and strictly discrimination the concept "Media Convergence".At the same time,we selected the Central People's Broadcasting Station,a central authoritative broadcasting media,as a case study,through the use of 4R integrated marketing communication tools,in order from the association,response,to analyze the mode of production and operation of the Central People's Broadcasting Station.Through case studies,it is found that the broadcast media can establish and strengthen the relevance between the broadcast media and the audience by improving the content value of the program and enriching the communication channels of the programs;in the whole process of communication,the broadcast media needs to interact with the audience repeatedly and repeatedly from the preparation period of the initial content of communication,the period of dissemination and the end of communication,so as to improve the sensitivity of capturing the needs of the audience degree,according to the needs and feedback of the audience,to ensure timely and effective adjustment of the content and mode of the program,and constantly enhance the audience's involvement;in the relationship marketing,relying on the interest,the same point set up the half circle culture and broadcast media program host as the opinion leader appeal to the audience and broadcast media department maintenance plays a key role,need to give full play to the effectiveness of word-of-mouth marketing and fan communication marketing;the broadcast media provide the audience with different values of information,emotion and so on,and the audience feeds on the broadcast media,which improves the influence of the broadcast media,and brings a considerable amount of broadcasting media the revenue of the report has created a win-win situation between the broadcast media and the audience.Finally,the text induces and deepens the production and operation mode of the above relationship marketing,and constructs the scientific and universal production and transportation of broadcast media,combining the law of communication and development of the media the scientific model of the camp.
Keywords/Search Tags:Central People's Broadcasting Station, broadcast media, Media Convergence, Relationship Marketing
PDF Full Text Request
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