Research On App Marketing Of Qingyang Radio And Television Station

With the rise and development of new media,marketing communication pattern,public opinion ecology,communication technology and so on are changing,especially the development and change of Internet technology.New changes and developments are taking place in the field of media communication.Changes in the authoritative status of traditional media,mass loss of audiences,weakening of influence and declining of advertising amount have arrived in traditional media.In the critical period of historical change and transformation,the competition and the great change of development pattern among various media industries have also put forward new and higher requirements for the development of integrated marketing of local radio and television media.Under this background,the author takes Qingyang Radio and TV Station as the main object,adopts the methods of literature research,comparative analysis,case analysis and comprehensive analysis,etc.,from the media of Qingyang Radio and TV Station.Starting with the analysis of marketing environment,this paper deeply studies how Qingyang Radio and Television Station carries out the transformation of media integrated marketing in the Internet era.According to the current situation of Qingyang Radio and Television Station in the field of media integrated marketing,it concludes that Qingyang Radio and Television Station has achieved preliminary results in media integration from phase of "adding" to phase of "merging".Through the above research,the main problems of local TV stations in the current fierce market competition environment are explored as follows:the media integrated marketing transformation is not fully in place,the vitality of the new system and mechanism is not fully released,the revenue generation of advertising operation is facing greater difficulties,the growth of the core number of users lacks longer-term planning,blindly following the steps of others,and so on.Problem.This paper focuses on the analysis of the advantages and disadvantages of Qingyang Radio and Television Station as a prefecture-level radio and television media in the transformation,and puts forward suggestions on content,form,channel,advertising operation,in order to provide strategic reference for the development of prefecture-level radio and television financial media integrated marketing.Figure52,2 tables,57 references.