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“互联网+”时代,传统媒体的生存发展环境更趋严峻,经营模式创新成为媒体事业增长、产业拓展的关键。广播媒体也纷纷寻求经营转型的新出路。河北广播电视台在广播经营的转型中,以媒体深度融合发展为契机,立足广播传统优势,从大型营销活动入手,盘活全台资源,进行节目、广告、活动、产业“四位一体”的整合运营,开启了广播的“全驱营销”模式,推动实现从广告营销向用户服务营销转型,从传统媒体营销向“融媒体”营销转型。
“Internet + ” era, the survival and development environment of traditional media is more severe, business model innovation has become the key to the growth of the media industry and industrial expansion. The broadcast media also sought new ways of operating a transition. In the transformation of broadcasting operation, Hebei Radio and Television Station took the opportunity of the media’s in-depth integration and development. Based on the traditional advantages of broadcasting, starting from the large-scale marketing activities, Hebei Radio and Television Station mobilized resources from all stations in Taiwan to carry out programs, advertisements, activities and industries. Integration of operations, opened the broadcast “all-driven marketing ” model, to promote the transformation from advertising to consumer service marketing, from traditional media marketing to “financial media ” marketing transformation.