Analysis on mode of transmission of traditional media and new media value realization and operation.docx

Analysis on mode of transmission of traditional media and new media value realization and operation.docx

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Analysisonmodeoftransmissionoftraditionalmediaandnewmediavaluerealizationandoperation

Analysisonmodeoftransmissionoftraditionalmediaandnewmediavaluerealizationandoperation

[Abstract]Withthecontinuousemergenceofnewmedia,newmediainpeople’slivesmoreandmorewidely,thetraditionalmediahasbeenmoreandmoreinfluencedbythechallengesofthenewmedia,traditionalmediaandnewmedia,however,isnotcontrarytothe,fromamacropointofview,thecharacteristicsofthecontentsoftheadvantagesoftraditionalmediaandnewmedia,willbethegeneraldirectionofdevelopmentofthenextMediaGroup,“MediaGroup”tobuildanewwithtraditionalmediagroupsorsinglemediacomparedtotheall-mediagrouphasagreaterabilitytocontroltheresource,whichwillalsobecomeafull-MediaGroupholygrailattractadvertisers.explorethistrendfromamarketingperspectivetofocusonthepremise,aswellashowtoeffectivelyintegrationofresourcesthistrend.

Marketingstrategy[keywords]allmedia;propagationmode;

Thetheoreticalreforminthemacro-perspective

Marketingthenewchangescontributedtothenewrequirementsofadvertisersaconsequenceofthedevelopmentoftheinformationsocietyisinflationoftheinformationday,openedhiseyesintotheoceanofinformation.Massive,unordered,beforethenumerousPeoplefallintoaloss.Fortheconsumer,thefaceofthecomplexflowofinformation,theyaremoreinclinedtobelievearoundorganizationalandinterpersonalAtthesametime,beabletodirectlyaffecttheconsumergroups,organizations,institutionsandthevoluntaryorganizationsalsolargenumbersinthiscase,foradvertisers,consumersalsoincreasinglyshowingapersonalizedandcustomizedfeaturesbecomeclearlyvisiblebytheoccultandfuzzy,sharpdropinsamebudgetcandomasscommunicationactivitiesWhatisthereasonoftheabovechanges?

Ithinkitismainlyfromthefollowingtwoaspects.

Socialvalues​​change.Transitionfromanindustrialsocietytoinformationsociety,socialvalues​​graduallygeneratefundamentaloppositionalchangesinindustrialsociety,large-scalereplicationculturalvalues​​createda“one-way,unified,passiveandcontrol”;thedevelopmentofnewmediaintheinformationsociety,socialvalues​​tothemanifestationofa“two-way,diverse,activeandfree”personalizedcustomizedfurtherandfurtheraway.Thisleadstothepreviouslyproposedbudgetdisseminationactivitiesreduce“andInformationinflationandotherproblems.

Ismakingchangesinthesocialstructureofthenewchangesinthemarketingprocess.Firstly,looseleadtoalargenumberofsocialcontrolbasedonpersonalityandinterests,theemergenceofthehobbyorganization,theQQgroupforum“corruptiongroup,”andsoon;Secondly,forThepurposeoftheAllianceofinformationsharingandvulnerableforces,consumerorganizationsandconsumerleadersofalargenumberofsemi-professionalandvocationalYouhui,fanclub,“Fans”,buyersUnion.Thesenewchangesinthestructureofsociety,andleadtoanewbusinessmodel:

enterprisesbegantoabandonthemedia,andtheuseofcommunicationtechnologiestofacilitatethedirectimpactonthepurchaseofthecrowd,usingthepurchasethecrowdexperiencerapidreputationspreadhere,themassmediabegantogiveamultiplier“OrganizationalCommunication+interpersonalcommunication”meanswesay,theessenceofmarketingistheexchangevalueofthecommodity,mediaeffectsultimatelyhopetoencourageconsumerstoaction.nowawiderangeofcross-mediabusinessactivitiesappearseverelyweakenedthe“effect”ofthemedia.

Thesechangeswillinevitablyallowsadvertiserstogeneratenewdemandsofthemediaandmediaactivities:

thatis,thespecificactivitiestobeadirectimpactonconsumers,lookingtoaspecificperson.

Therefore,weneedtoredefineMediaGroup,themediacompetitionbusiness:

First,tocompeteforthetheadvertisersadvertisingbudget,themarketingbudget;Secondly,fromthespreadofbusinessdevelopmentservicestothemarketingprocessforadvertisers;onceagain,themediaGroupmediacompetitorsshouldthemediabeextendedtoalltypesofmarketingagency.

Thechallengetotraditionalmediamarketingnewrequirementsbasedonthenewchangesandnewrequirements,thetraditionalmediaisfacingunprecedentedchallenges.

Traditionalmediaisbasedonthevalues​​ofindustrialsocietyformedforthetraditionalmedia,theaudienceisthegeneralpublic,isoccultandvague,theonlystatisticallysignificant;asalsomentionedProfessorYaoLin,HC,vicepresident（media）isjustoneofthechannels,notexcessivedemandsI“traditionalmediabecauseoftheirownlimitations,andcannotaffordtoomanyresponsibilitiesandrequirementsfortraditiona