Research On Propagation Strategy Of Broadcast APP

With the development of mobile Internet technology and many kinds of intelligent mobile terminal, mobile radio APP which is new media products has a period of development. Mobile radio APP depend on its resources of the program, easy listening experience, personalized custom programs, instant interaction, Mobile radio APP is rapidly becoming a mobile Internet era favored the innovative media products.In order to adapt to the situation of the diversification of media products competition environment of mobile Internet, mobile radio APP has shown a trend of diversified development. Among them 《Ximalaya》 APP have the most Attention and influence.The development of mobile radio APP also made a big change in the pattern of communication of broadcasting industry.These traditional broadcasting pattern changes like:Program production institution is specialization change to occupation.Program produced is decentralized. The program content from given to subscribed.Program communication channels by the physical type to a relationship type. Program feedback by umbrella-type to network-type etc. These are prompting the mobile radio APP continuously for a boom, and make the traditional broadcast with the adaptation and innovation. 《Ximalaya》 APP is the representative of mobile radio APP.Communicators play diverse roles, individuals, media organizations, media brands all can be served.The program’s content source is divers, puting UGC and PGC in one coordinated development.Communication process is decentralized, the identity of the audience andcommunicators can be readily convertible.Effect of communication can be improved, the efficient sharing feedback channels to establish better.At the same time some diffusion of innovation strategies be suggested,like to improve the optimization of program content, in order to enhance the superiority; to expand communication channels, to enhance the observability.Pay attention to the user experience, to reduce the complexity.Also it can make the corresponding solution strategies for some limitations of current mobile radio APP.