Research On New Media Marketing Strategy Optimization Of T City Radio And Television Station

In the face of the rapid development of science and technology and the upgrading of products today,new media big data has emerged at the historic moment,and new media technology has been gradually recognized and paid attention to,which brings great challenges to traditional marketing.Traditional television,radio and newspaper have been unable to meet the needs of the audience.The rise of new media platforms such as short video,wechat and APP has given the audience more space to choose,which has promoted the transformation of traditional radio and television to new media.In this context,the proportion of new media in TV marketing activities will be increasingly large,and it is the only way to develop new media in the future.The research object of this paper is the new media department of T City,which has just completed the integration of old and new media in recent years.Firstly,the current situation of T City radio and television station and new media department is analyzed,and all the platforms of T City radio and television station new media are analyzed and studied in detail,and the existing marketing problems of new media in platform design,customer experience,market share and other aspects are expounded.Secondly,the research method of this paper is based on the 4C marketing theory and comprehensively uses the new media marketing theory,literature research method,SWOT analysis and questionnaire method to analyze the internal and external environment of the new media of T City radio and TV station.Through some data provided by the new media department of T City radio and TV station,the market situation of the new media marketing is analyzed.In order to broaden the collection of data,Based on the 4C theory,this paper designs a questionnaire from four aspects: customer,cost,convenience and communication.The data and information obtained from the questionnaire are analyzed in detail,the problems are analyzed one by one,and the improvement measures are proposed for the marketing strategy.Thirdly,through the study of this paper,it is concluded that the new media of T City should give full play to the advantages of local news.At the same time,combined with a series of measures proposed in this paper,the original marketing strategy should be optimized to improve the influence and brand share of its new media department in the city’s new media.At present,local media at all levels and provincial media are in a state of exploration for the integration of new media.There are few outstanding and successful cases,so this paper hopes to further explore how new media marketing should adapt to the market and develop through the optimization research of new media marketing strategy.Finally,at the end of the paper,the main conclusions and prospects,according to the research results of this paper,the conclusion is summarized,the shortcomings of the research are discussed,and the future is looked forward.