Research On The Development Strategy Of Media Integration Of Shandong Traffic Radio Station

With the rapid development of technology,the media industry in China has developed from the whole industry being led by traditional media such as newspapers,magazines,radio and television to modern media such as the internet,mobile internet,as well as mobile phones,which has constituted omni-directional,multilevel forms of communication.The revolution of media technology has forced media practitioners to reconsider the whole industry under the concept of media convergence.Media convergence is not a new concept.In the late 1970s,American scholars came up the idea of f"media convergence".However,around that time,the media technology was not as advanced as today's,which didn't let the theory develop into practice.Nowadays,media convergence has profoundly changed the internal structure and the pattern of the media industry as well as leading a media revolution.The media revolution has been regarded as a great challenge and threat to traditional broadcasting,far more than newspapers,television and other media forms.Under the trend of media integration,traditional broadcasting,especially local traffic radio,must conform to the trend of media convergence,seizing the disseminated characteristics of broadcast media and know its own advantages,as well as combining with new technology to achieve high-quality original content.Based on the historical background of current media mergence,combined with the whole media environment,competitive patterns within the media industry and the development of broadcasting,this paper analyzes the concept of media convergence and explained the four stages as well as three main features of media convergence.By using the theory of operation management,marketing and media economics,combined with the actual development of Shandong Traffic Radio,this paper has come up with a transformation strategy of the traffic radio station to cope with the trend.Using the traditional method of SWOT to capture the disseminated characteristics of Shandong traffic radio as the medium itself.Following the trend of media convergence,learning the lessons of other media platforms.Analyzing the concept,structure and operation of traffic radio to break through the limitations of broadcasting and the find a feasible strategy to develop an cogent plan.Furthermore,making sure that Shandong Traffic Radio has stable,rapid development under this trend of media convergence.This article used Shandong Traffic Radio station as the research subject through research on Shandong Traffic Radio's involvement with the internet and mobile internet media,to discover and summarize the rule of broadcasting media convergence,as well as creating a model for other radio stations.