CAJ | 학술논문

在媒体专业化的发展趋势下,以"广播+交通"为栏目模式、以"服务为王"为播出理念的交通广播形式,逐渐成为媒体竞争中的一匹黑马.在全国近80家省、市级交通频率中,北京人民广播电台交通广播台率先实行机制改革,着力品牌构建,有效延伸自身产业链,最终成为交通广播中公认的领跑者.本文以北京交通广播为例,对交通广播的品牌构建、产业链延伸及未来发展策略等方面做出了详细分析与深入讨论,并指出加强自身优势的深度开掘,结合互联网思维实行传统媒体和新媒体的共同发展将是交通广播未来竞技中的发展方向.
재매체전업화적발전추세하,이"엄파+교통"위란목모식、이"복무위왕"위파출이념적교통엄파형식,축점성위매체경쟁중적일필흑마.재전국근80가성、시급교통빈솔중,북경인민엄파전태교통엄파태솔선실행궤제개혁,착력품패구건,유효연신자신산업련,최종성위교통엄파중공인적령포자.본문이북경교통엄파위례,대교통엄파적품패구건、산업련연신급미래발전책략등방면주출료상세분석여심입토론,병지출가강자신우세적심도개굴,결합호련망사유실행전통매체화신매체적공동발전장시교통엄파미래경기중적발전방향.
With the the development of media specialization, the traffic radio format has become a dark horse in competition a-mong various media formats, which adopts"Radio+Transport"as column mode and"service is king"as media's concept. This pa-per intensively discussed the effort on building brand, extending industrial chain and adopting competition strategy of traffic ra-dio. Furthermore, this paper also indicated that traffic radios should dig their own advantages and combine traditional and new media by using Internet thinking in media competitions.