Empirical Analysis of Mainstream Media’s Communication and Operational Synergy in the Omnimedia Era: Focus on Multi-Platform Integration and Consumer Behavior

Abstract

Against the backdrop of China's mobile advertising market exceeding 480 billion RMB, this study investigates the synergistic mechanism between communication power and operational capacity of mainstream media in the Omnimedia era. Through comparative case analysis (6 media institutions) and big data mining of 24,000 user behavior instances, the empirical findings reveal: Mainstream media have successfully constructed an omnichannel communication matrix characterized by "intelligent transformation of traditional channels + matrix-based digital platforms + precision-targeted social media + cross-scenario terminal synergy + deep integration of intelligent technologies." This matrix has effectively shifted communication from one-way dissemination towards user value co-creation. Consumer behavior exhibits a migration trend from "search-based" to "AI dialogue-based." Generation Z exhibits a 95.2% adoption rate of AI tools, and 72% of cross-generational users prioritize alignment with content values as a core decision-making factor. Emotional resonance and technological empowerment form a dual-drive mechanism. KOL micro-series marketing has increased brand penetration by 40% while reducing conversion costs by 25%. The application of immersive technologies generated revenue of 280 million RMB, and AI predictive advertising boosted conversion rates by 40%. A key threshold pattern emerged: when the Communication Power Index (CPR) reaches the 85th percentile, the commercial conversion rate surges to 2.3 times the benchmark value. The research proposes pathways for media-industry convergence and identifies core challenges: data siloes (user profile completeness < 40%) and the intergenerational digital divide (32% smart device barrier rate among users over 45).