Research On Operation Strategy Of FM Media User Festival Marketing Project

With the rapid development of the domestic converged media all over the country,establishing a new business operation model has become more and more important for these new-born platforms.This paper choose user' festival project of FM media as the research contents.By researching the operation strategy of this project,it hope to increase business benefits and accumulate user assets,balance the short-term project revenue and long-term platform strategic benefits,and provide a new solution of business operation for converged media.This paper mainly uses theories of marketing,computational advertising and project management,combining with the practical data and documents of FM media users' festival project,and reach theconclusion by project management analysis and AARRR model.Through the effect analysis of this project,it gets the conclusion that the marketing revenue of this project is remarkable,but the users' participation is not ideal.This paper take further investigation through the in-depth interview of internal staff and external rewarded users of this project.Internal staffs,mainly from the project operation team,are interviewed with 4 topics,including project planning,technology platform,business revenueand user community,as well as 20 sub branches.External users,are chosedfrom 10 kinds of rewarded users,and conducted in-depth interviews from 4 topics,including users' loyalty,project experience,reward usage and suggestions for FM,as well as 8 sub branches.Through the interview,it is found the there are 4 problems in project,including insufficient planning,lack of technical support,ignorance of long-term users benefits and failure to build enough user communities.It is believed that the causes of these problems are insufficient human investment in activities,lack of converged platform thinking,absence of technology support,short of AARRR management and not enough preparation for users' community construction.Based on such causes,this paper obtains the framework strategy of converged marketing optimization,including adopting flexible human resource management,taking more attention to the converged platform thinking,strengthen the outsourcing of technical support,user experienceoptimization and building user communities step by step.Through the analysis of the converged marketing project of FM media,this paper reveal a way to buildanew marketingproject operation model for domestic converged media under complex economic situations and fierce marketing competitions,provide an available suggestions for domestic converged media with the same problem.