The Investigation And Study Of Usage Habits And Demands Of Chinese Railway Passenger For Mass Media

Railway is one of the main means transportation tools in China, from January to November2014the number of national railway passengers totaled to about21billion. Researching Chinese railway passenger common use habits and requirements through audience oriented research, may help to improve efficiency of the railway on-train mass media, optimize the resource allocation of mass media, not only benefit to convey railway information, reduce the large dyscoordination between passengers and railway, avoid the conflicts between passengers and train crew, but also benefit to propagate the Party’s and the State’s General and Specific Policies, build a Socialist Core Value System and a socialist harmonious society.This paper uses the literature analysis method, questionnaire survey method and statistical analysis method. Under the guidance of the "uses and gratifications" theory, referring to the relevant research data and literature, at the same time conducting a questionnaire based survey, about all the mass media that is accessible to China’s railway passengers both in the train station waiting rooms and on the trains, on the base of obtained first-hand data on China’s railway passengers, analyses the current situation of mass media use, research railway passenger demands, draw a conclusion of China’s railway passengers’satisfactions with railway mass media. Accordingly, raise eight specific measures on the development of mass media on China’s railway:the creation of a reasonable, comfortable media environment; the development of media diversity; the integration of a variety of media forms; the provision of a variety of information giving priority to the news media; the perfection of supplementary media facilities; the strengthening of the information release from the media channels; the arrangement of the internal layers of mass media system; the establishment of the increase of information channels.