媒体融合背景下我国广播广告优化策略研究

Research on Optimization Strategy of Broadcast Advertisement in China under the Background of Media Convergence

近年来,随着经济社会的发展和科学技术的进步,人们对媒体内容方面有了更高的要求,同时新媒体的发展对传统媒体产生了一定的影响,广播作为传统媒体同样受到新媒体的冲击。为此,传统媒体需要顺应时代潮流进行媒体融合,寻找自身发展道路。通过阐述媒体融合的概念、现状及趋势,分析媒体融合背景下我国广播广告存在的问题,并就问题提出相关的对策建议,以期为推动媒体融合以及我国广播广告行业发展提供参考。

In recent years,with the development of economic society and the progress of science and technology,people have higher requirements on the content of media,while the development of new media has a certain impact on traditional media,broadcast as a traditional media is also affected by the impact of new media.Therefore,traditional media need to conform to the trend of The Times to carry out media integration and find their own development path.This paper expounds the concept,current situation and trend of media convergence,analyzes the problems existing in China’s radio advertising under the background of media convergence,and puts forward relevant countermeasures and suggestions,in order to promote media convergence and promote the development of China’s radio advertising industry.