新媒体技术环境下媒体传播影响力的整合营销——以云南对东盟的传播影响力整合营销为例

Research on Media Influence Integrated Marketing under the Background of New Media Technology——Taking Media Influence Integrated Marketing of Yunnan to ASEAN as an Example

新媒体技术兴起的背景下,面对媒体竞争的加剧和更为细化的受众市场,媒体需要利用整合营销思维把媒体传播影响力的产业价值开发出来,形成传播影响力和营销相互促进的双赢局面。云南由于独特的区位优势和民族文化资源优势,使它成为面向东盟传播的前沿和平台,其对东盟的传播影响力不论是对"桥头堡"建设,还是对中国的对外传播都意义重大。考量云南媒体对东盟传播影响力营销所面临的机遇和挑战,探讨其对东盟传播影响力整合营销的实施策略,是当前亟待研究的课题。

Under the background of the emergence of new media technology and with market segmentation and serious media competition, the media needs to set up an integrated marketing mind, so that the industrial value can be exploited to achieve the enhancement of its influence and form a win - win situation between marketing and influencing of communication. Due to the u- nique advantages of location and ethnic cultural resources, Yunnan province is a natural frontier and platform to ASEAN coun- tries, both at the extent of the construction of Yunnan as a ＂Bridge Head＂ and for Chinese culture communication. Under the a- bove circumstances, this paper analyzes the opportunities and threats that the media influence marketing of Yunnan to ASEAN faces at present, and discusses the efforts to integrate the marketing theories and practices of media influence marketing as well as the practical strategies for media influence marketing.