Under The New Media Challenges Of Innovation And Development Of Traffic Radio

Since Shanghai traffic information broadcasts which is the China’s first traffic broadcastslaunched in 1991, launching traffic broadcasts boomed other parts of the country. Socialdevelopment, favorable policy, economic prosperity, the acceleration of urbanization, theadvent of the automobile era and traffic development are to provide good opportunities fordevelopment. The vigorous development of traffic broadcasts that has achieved economic andsocial benefits of double bumper harvest caused the wide attention of the personage inside andoutside the industry and became a beautiful landscape of the media. However, the regional relyon a strong homogenization of the vicious competition, changes healthy development of thetraffic broadcasts and efficient use of resources. And the continuously developing technologiesand the endlessly appearing new media are not only quickly changing the spreading state oftraffic broadcasts, but also bringing huge challenges and severe survival pressure. In the newmedia age, for the city traffic broadcasts, how to deal with self developing crisis and theopportunities and challenges brought by new media, and how to locate their own developingstrategy, all of which have profound realistic significance.In the background of city traffic broadcasts in new age of the media and its entrance tofierce competitive age, the paper introduces classic strategy management theory and model. Onthe basis of the analysis of city traffic broadcasts in macro political, economic, social andtechnological environment, the paper focus on the analysis of the suppliers bargaining threatthat like the present competition and content within industry in the competitive environment,audience and advertisers bargaining power of buyers, new media and other threats to substituteand the threat of new entrants threat, pointing out internal disadvantages and advantages, andexternal threat and chances of city traffic broadcasts. Besides, through analyzing the specificapplication of the case, including the leader of city traffic broadcasts, Beijing traffic broadcasts,Shenzhen traffic broadcasts, Jinan traffic broadcasts and other new media development strategyfrom a comprehensive perspective, the paper explores inspiration and referencing significancein their developing progress. And finally it puts forward the detail development and innovationstrategy of city traffic radio at the age of new media from four aspects: innovation of radio program, microblog and radio interactive innovation and the application innovation of mobileterminal.