Research On The Development&Strategy Of China's Radio In A Perspective Of Media Convergence

The development of Chinese radio is full of opportunities and challenges,which advantages and disadvantages are magnified in the wave of media convergence.At the moment,the strategies of Chinese radio are inadequate.This research puts forward some strategies for the future of radio by systematically revealing the structural strategic competition of the Chinese radio,based on the view of media convergence.This research summarizes a MFD strategic paradigm,which is used by most of the radios.This research advances some new ideas for Focus Strategy,Differentiation Strategy and Brand Strategy.This research puts forward a new model of P-R-C advanced strategy for media convergence.This model applies to the future development of Chinese broadcasting strategy,mainly includes three aspects.They are plateform,products of “raudio” and copyrihgts.This research puts forward a new performance model,which can be used by measureing the development level of radios.