Research On Anhui Transportation Broadcasting Brand Competition Strategy Under The Environment Of Media Integration

With the development of the Internet,the traditional broadcasting industry has been severely challenged.The rise of the Internet has changed people's media usage habits.Media integration is now the general trend in the media field.The advantages of traditional broadcasting in competition are no longer obvious.Therefore,in order to obtain a unique competitive advantage position and seek a new development path,traditional broadcasting must make changes.In the era of integrated media,anhui traffic broadcasting frequency is facing the dual challenge and pressure brought by the old and new media,which poses a great threat to broadcast media.Therefore,it is urgent for anhui traffic broadcasting frequency to correctly analyze the market environment,realize its own development,improve its own competitive advantage,and choose the right development strategy to deal with the fierce market competition.Will anhui traffic radio as the research object,this paper first of all,using literature research of media convergence,the brand concept is defined,from the positioning theory,Michael porter competitive strategy theory,brand integrated marketing communications theory in theory,then has carried on the literature review about traditional broadcast media development.Second,by use of Michael porter competition analysis model,namely the five models and three competitive strategy,analysis of anhui radio traffic status in the fierce market competition environment,industry environment,direct competition of similar traffic radio,network media,and indirect competitors such as APP,outdoor media,mobile media potential competitors,lack of high quality talents in the supplier and the purchaser in the choice of the audience can pick up more,at the same time,also a brief introduction to anhui traffic radio has made the brand.Then,by using the principle of statistics,the anhui traffic radio brand competition strategies to empirical research,organizing the data,analysis of the competitive factors affecting the development of anhui traffic radio,with its own development the problems,such as profit too rely on advertising,homogeneous competition cause waste of resources,cost and management consciousness,brand image is not clear,media fusion of steam.Finally,integrated anhui traffic radio competition strategy,anhui traffic radio frequency for the future development of competition strategy choice,the integration of Michael porter's three competitive strategy and brand marketing theories related measures,from brand positioning,segmentation audience,controls the program cost,strengthening the brand construction,create multiple aspects such as the media lab implementation measures are put forward,and analyzes the feasibility of anhui traffic radio frequency can continue to maintain the dominant position in the financial media era,break through the bottleneck,create newbrilliance.