Research on the Optimization of Marketing Strategies in the Digital Transformation of Traditional Media

在数字技术驱动的媒介变革中，传统媒体面临用户流失、盈利模式单一及传播效能弱化等多重挑战，加速营销体系革新成为破局关键。本文以河南广电为研究对象，系统剖析传统媒体在产业模式、管理体制、技术创新及用户层面的发展困境，研究提出产业融合、市场化改革、建设数字化平台以及品牌IP的优化路径，在跨界融合中重构传播与盈利生态。In the media change driven by digital technology, traditional media are facing multiple challenges such as user loss, single profit model and weakened communication efficiency, and accelerating the innovation of marketing system has become the key to breaking the game. Taking Henan Radio and Television as the research object, this paper systematically analyzes the development dilemma of traditional media in industry mode, management system, technological innovation and user level, and puts forward the optimization paths of industrial integration, market reform, construction of digital platform and brand IP, so as to reconstruct the communication and profitability ecology in the cross-border integration.