Research On The Development Of Province And City Traffic Radio Status And Path In The Urumqi Area

Urumqi as a key city construction of our country western big development, Theeconomic development drives the process of urbanization: quantity multiplication,city traffic planning of private cars.People’s demand for traffic information is moreurgent then before. Now, in the Urumqi area there are two professional traffic radio:one is as a provincial traffic radio Xinjiang traffic radio (FM949); another is the trafficbroadcast as city Urumqi traffic radio (FM974). Seen from the latest regionalbroadcasting market analysis, both of them have good performance. the audiencemarket share accounted for nearly25%and advertising revenue for many yearscontinued to rise. Not only had keep ahead in the regional broadcast media advertisingrevenue, but also gained gratifying achievements in the national traffic radio operatingrevenue. More and more broadcast channels have join the car radio market, whichmakes professional traffic radio "city" competition intensifies.This paper chose Urumqi area two professional traffic radio as the researchobject, along the logic of "discovery, analysis, solve the problem ".Firstly, describethe survival status of Urumqi provinces and cities traffic radio, then Finding two radiotraffic in the competition exist the homogenization and low-end competition situation,then finding out their specific problems in the competition. at last,"Blue OceanStrategy" thinking of enlightenment in the mobile radio environment, change of trafficradio development ideas, combined with the ecological environment and developmentcharacteristics in Urumqi in two provincial and municipal traffic radio, the provincialtraffic radio development "wide" path and the city traffic radio development " deep"path selection, trying to provide direction from on macroscopic, guidelines foreffective from the micro, in order to provide some enlightenment in radio trafficdevelopment in competition through this case study.