本文關(guān)鍵詞：新媒體時代下交通廣播的營銷策略研究　出處：《廣東外語外貿(mào)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 交通廣播 品牌營銷 新媒體 媒介融合 創(chuàng)新

【摘要】：中國的廣播電臺已從福利型、公益型和事業(yè)型單位向“自主經(jīng)營,自負(fù)盈虧”經(jīng)營型產(chǎn)業(yè)化企業(yè)轉(zhuǎn)型,創(chuàng)收已經(jīng)成為電臺的核心業(yè)務(wù)和收入支柱。從2013年的廣告市場分媒體來看,電視、廣播、互聯(lián)網(wǎng)等都保持了一定的增長,但電視媒體、互聯(lián)網(wǎng)廣告增幅呈現(xiàn)增幅放緩的態(tài)勢;廣播媒體、雜志廣告同樣增速放緩,報紙媒體則出現(xiàn)了7.4%的降幅。在競爭激烈的媒體市場,在市場碎片化于數(shù)字化雙重作用下,廣告運作的傳統(tǒng)基礎(chǔ)體系逐漸崩塌,嶄新的以信息平臺為基礎(chǔ)的海量信息數(shù)據(jù)庫體系,新舊媒體混在的“混媒體系”和全媒體營銷理論體系構(gòu)成的全新基礎(chǔ)體系正在逐漸形成。近幾年來,交通廣播儼然成為中國廣播最有活力的增長點,取得了巨大的社會效益和經(jīng)濟(jì)效益�，F(xiàn)如今傳媒經(jīng)濟(jì)發(fā)展迅速,面對新媒體的崛起,作為傳統(tǒng)媒體的交通廣播,如何在新媒介戰(zhàn)斗中守護(hù)自己的陣地、拓得發(fā)展空間、保持自身品牌核心競爭力,這是至關(guān)重要的。對于交通廣播而言,隨著技術(shù)和時代的發(fā)展,了解信息的渠道日益多樣化,交通廣播應(yīng)與新媒體相融合,達(dá)到“為我所用”。GD電臺在中國的廣播屆地位舉足輕重,其許多做法在中國廣播界都具有引領(lǐng)作用。本文以GD電臺羊城交通廣播作為案例,通過對內(nèi)外營銷環(huán)境分析,從新媒體時代下交通廣播的自身與外在挑戰(zhàn)入手,根據(jù)品牌營銷與新媒體等理論,分析出媒體融合環(huán)境下交通廣播如何挖掘自身的品牌優(yōu)勢,借助新媒體的力量,取得新的發(fā)展,與新媒體“共生”。本文不僅對廣播營銷創(chuàng)新提出理論支持,更重要的是對中國交通廣播如何借助新媒體的力量,取得新發(fā)展的實際操作,提出了一些比較務(wù)實的思路、手段和方法。
[Abstract]:China's radio stations have been transformed from welfare, public welfare and enterprise-oriented units to "independent management, self-financing," operating industrial enterprises. Revenue generation has become the core business and revenue pillar of radio. From 2013 advertising market media, television, radio, the Internet and so on have maintained a certain growth, but television media. The growth rate of Internet advertising is slowing down; Broadcast and magazine advertising has also slowed, while newspaper media have fallen by 7.4%. In a highly competitive media market, the market is fragmented by digitization. The traditional basic system of advertising operation gradually collapses, and a new massive information database system based on information platform. The new basic system of "mixed media department" and the whole media marketing theory system is gradually formed. In recent years, traffic broadcasting has become the most dynamic growth point of Chinese broadcasting. Nowadays, the media economy is developing rapidly. In the face of the rise of new media, as the traditional media traffic broadcast, how to defend their position in the new media battle. It is very important to expand the development space and maintain the core competitiveness of our own brand. For traffic broadcasting, with the development of technology and times, the channels of information become more and more diverse. Traffic broadcasting should be combined with new media to achieve "for me to use". GD radio station in China plays an important role in broadcasting. Many of its practices have a leading role in the broadcasting industry in China. This paper takes Yangcheng traffic broadcast of GD radio station as a case, through the analysis of internal and external marketing environment. From the new media era traffic broadcasting itself and external challenges, according to brand marketing and new media theory, analysis of media fusion environment traffic broadcasting how to tap their own brand advantages. With the strength of new media, we can get new development and "symbiosis" with new media. This paper not only provides theoretical support to the innovation of broadcasting marketing, but more importantly, how to make use of the power of new media in Chinese traffic broadcasting. The practical operation of new development is obtained, and some practical ideas, methods and methods are put forward.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G229.2-F

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本文編號：1421049