Research On Communication Strategy Of Local Radio Mobile Phone Client

With the rapid development of mobile internet, the popularity of smart phones as the representative of mobile intelligent terminals. The life style of the public has been changed. Software developers launched a vast amount of mobile phone client for users to use, in order to pursue market share in their respective fields. The radio mobile client is born and grew up in this background.In this paper, the local radio station mobile phone client as the research object, the specific selection of the radio Sichuan official mobile phone client "xiongmaotingting" as the research sample. Through a large number of radio mobile phone client development of domestic and foreign literatures, reviews the domestic mobile phone with radio mobile client representative and the history of local radio mobile phone client and the status quo of development. In summing up the local radio mobile phone client development experience and the history, by questionnaire survey and depth interview method and case study method of "xiongmaotingting" for specific case analysis, to the content framework, function design in detail, "xiongmaotingting" s communication strategy were from five aspects: the multiple integration of the communication channels, user oriented of the platform architecture, the program content resources of fine differentiation and diversification, the audience’s multiple interaction, the use of other ways to strengthen the dissemination of results. According to the sample survey of the usage of radio mobile phone client in Chengdu area and the depth interview with the users, the problem and shortage of the mobile client are summarized. Preliminary conclusion is that the “xiongmaotingting” has five aspects of the problem, page design monotonous program classification is not clear; Caton, system instability, poor use of visual elements, experience poor mobile listening to inconvenience & data traffic consuming too large; low degree of interaction & interaction effect.According to the development of the mobile client in Sichuan Radio experience, and combined with the investigation and analysis results to the user, the author uses the innovation diffusion theory and horizontal comparison, analyzes the advantage of communication of local radio mobile phone client, summed up the limitations and problems encountered in the development, mainly includes 1. Development started late, the user conversion is difficult;2 the relative lack of talent, cost investment.; 3. disseminators and recipients identity relatively fixed, user participation is low; 4. Client content is rich, but homogenization obvious; 5.fuzzy positioning function, information maintenance is not perfect. Finally on the local radio station should be how to strengthen the new media, seek new transmission and increase in space, to achieve local radio stations from the mobile client level of development and reform put forward specific countermeasures and suggestions, including strengthen cooperation with commercial radio client and use of big data to disseminate accurately; deepen the reform of the system, to break the barriers to the flow of talent and capital; from PGC production mode change to PGC + UGC mode; planning client matrix to realize differentiated development; establish a brand effect, to carry out "anti-regional" cooperation.