湖北传统媒体广告经营调查与现状分析

Investigation and Status Analysis for Advertisement Management of Traditional Media in Hubei

面对互联网的冲击,湖北传统媒体积极调整策略,适应新媒体发展趋势,但与北上广等一线城市相比,湖北传统媒体广告经营相对落后,普遍存在向新媒体转型相对滞后、经营思维和经营模式固化以及创新性缺乏等问题,湖北传统媒体需要立足于实际情况从大众传播向数字传播转型,并以互联网思维整合和创新广告经营模式,打造独具特色的媒介品牌形象和品牌风格。

In the face of the impact of network, traditional media in Hubei is actively adjusting strategies, to keep face with the development of new media. But compared with many first-tier cities such as Beijing, Shanghai and Guangzhou,advertisement management of traditional media in Hubei relatively fall behind, and there exist some common problems including new media transformation laging,solidification of managing thinking and lack of innovative business model, Based on the actual condition, traditional media in Hubei needs to transform from mass communication to digital communication, integrate and innovatethe business model by Internet thinking, thus creating unique media brand image and brand style.