Study On The Integrated Marketing Strategy Of Luoyang Fenghuo Advertising Business In The Background Of Media Convergence

At present,the cultural and creative industries are given enough attention,and the value of outdoor advertising cannot be underestimated.Outdoor advertising has the characteristics of high arrival rate,strong visual impact,long release time and diverse forms of expression.It has many manifestations such as bus shelter advertisements,advertising tower light boxes,neon lights,etc.It has become an effective means of brand promotion and urban environment.With the rapid development of the Internet,new media represented by the Internet and smart phones are widely used,new media is loved by advertisers and consumers for its convenience of information,rapid delivery,information flow and controllable effects.The outdoor advertising market is gradually showing the trend of "Internet +".Many companies use new media to carry out marketing communications,such as June fresh soy sauce,Huangtaiji pancakes,using WeChat H5 marketing,micro-blogging marketing to gain consumer attention and recognition.At this time,traditi onal outdoor advertising is impacted by new media,and it is easily overlooked by consumers.It presents a single channel of communication,insufficient application of new media,and poor interaction with consumers.However,the inherent flaws of the new m edia also make the content of the communication less rigorous and lack credibility.Therefore,traditional media is transforming with Internet technology,and the integration with new media is the trend of the times.Under the background of media integrati on,enterprises should take advantage of the actual situation and take advantage of the trend to actively explore the "new media + traditional media" mode of operation,comprehensively integrate marketing content,marketing platform and marketing model to provide customers with satisfactory advertising services.This paper takes Luoyang Fenghuo Advertising Company as the research object and discusses the marketing strategy of Luoyang Fenghuo advertising business under the background of media integration.Based on media fusion theory and integrated marketing theory.Firstly,it introduces the basic situation and operation status of Luoyang Fenghuo Advertising Company,and then draws the problems in the development of the company's advertising business.Second ly,it expounds the marketing environment of Luoyang Campfire from the macro and micro perspectives,analysis of Advantages,Disadvantages,Opportunities and Challenges of Luoyang Bonfire by SWOT.and using SWOT-AHP model to evaluate the factors affecting Luoyang Fenghuo advertising business,and draw rich media resources and new technology development as the key to affect advertising business,so as to provide the basis for the corresponding marketing strategy.Finally,from the four aspects of segmentation,broadening marketing channels,advertising innovation and talent cultivation,the specific advertising business integration marketing strategy is proposed.