Research On Optimization Strategy Of China's Radio Advertising Under The Background Of Media Convergence

In 2014,the central government issued a document on "media convergence",elevating it to the level of national strategy.Since 2014,the central government has issued relevant documents many times,and general secretary xi jinping has also stressed the importance of the integration of new media and old media on many occasions,which shows that the state attaches great importance to the transformation of "media convergence".Advertising is regarded by the media as an important source of revenue and an important "weight" to adapt to market competition.Under the impact of new media advertising,the income of TV,newspapers and magazines has shrunk,but the income of radio advertising is relatively stable or even has the trend of rising against the trend.Although from the current data,the form of radio advertising revenue is optimistic,but also to see the impact of online advertising.In the future,the iterative upgrading of 5G,AI,cloud computing and other technologies is likely to push radio advertising into another passive situation full of crisis.Therefore,in the context of media convergence,it is particularly urgent and important for China's radio advertising to explore fusion innovation and find new profit space to pave the way for the next round of upgrading and transformation.This paper adopts literature analysis method and case study method,taking traditional broadcasting as the research basis and broadcasting advertisement as the research object,analyzes the current situation and existing problems of China's broadcasting advertisement under the current background,and then puts forward optimization strategies from five aspects of platform,content,channel,technology and operation management combined with typical cases in various regions.Finally,this paper takes the voice of China as an example to explore and elaborate from four aspects: frequency,advertising value,advertising business model and inspiration and thinking.In conclusion,although new media occupy the radio advertising market,the dialectical treatment of new media,especially mobile social platforms,expands the radio communication to a certain extent and ADAPTS to the media contact habits of users.Therefore,do a good job in the integration and innovation of broadcast content,use technology as the support and connection channel,innovate the forms of advertising,find the deep integration and realization of marketing activities as the starting point,expand the communication space,and actively explore the reform of the operation system from the central to the local,to win the overall value-added radio advertising.