Shandong RMW Website Integrated Marketing Communication Optimization Strategy Research

According to the 39 th ?statistical report of China Internet network development?released by China Internet information center(CNNIC)in January 2017.As of December 2016,China's Internet penetration rate has reached 53.2%,and the users has reached 731 million,which is 42.9 million more than the previous year,which is equivalent to the total population of Europe.With 661 million Chinese Internet users using mobile phones,the average smartphone user sees his phone every five minutes except for sleeping.With 5 g standard come on stage,people contact network will also be more and more long,with a large number of emerging new media will be more abundant,the network plays a more and more important role in people's life,and is gradually changing people's way of life and the habit of reading.In 2016,the huge impact of the Internet external environment of Chinese enterprises has been continuously promoted and triggered a huge change in the marketing environment.Therefore,to gain a firm foothold in the market,enterprises must better adapt to the characteristics and development trend of the new Internet era and build a new media marketing strategy suitable for the characteristics of enterprises.Traditional means of publicity will be innovated,and digital content will be spread in multiple forms.In this environment,the news website must change the traditional marketing promotion mode,and combine the new media operation platform according to the media properties and characteristics.The same is true for People's Daily online media marketing,which entered the market earlier.To establish a foothold,it is necessary to explore the integrated marketing communication mode with new media.Find its differentiation advantage at the same time,the traditional news website summarizes new media advantage,core competitiveness,and translated into traditional news website conform to and study the new media era constantly update perfect,transmission mode and new media communication means accord with the needs of the audience and business opportunities,explore the integration of traditional news sites and new media management strategy,for traditional news sites provide better reference value.This article first expounds the related theory of integrated marketing communications,RMW in shandong province as the research object,analyses its new development trend,on the Internet from news sites to promote the product design,customer service,channel and so on various aspects to optimize its business model,and USES the integrated marketing communications program "melting media in shandong line" as an example,study the combination of news sites and multimedia communication advantages,integration of newspapers,TV,websites,We Chat weibo multi-channel resources integrated marketing programs,analysis of mobile business operations under the background of the age of the Internet news website development and optimization.