Kaiping Radio Program Operation Management Research-

With the development of social economy and information technology and media communicat ion mode changing, some new media appeared around us, such as digital radio, magazines and ne wspapers, Internet radio, mobile digital TV and mobile phone text messages and other new media, especially the meteoric rise of the information network media. Media market has more and more fi erce competition. The traditional media is faced with new challenges. Under this competition situa tion, broadcast media appears relatively weak. They not only compete with traditional media such as television and newspaper market, but also make constant innovation and development, so as to compete with the new media.Based on radio kaiping in Guangdong province as the research object, with radio operations management as the research subject, researcher first research the regional media competition in th e market, analysis the main problems of kaiping radio operations at this stage. These problems incl ude the old programming, unscientific program design, unclear target audience; the program servic e does not reach the designated position, lack of brand awareness and cost consciousness, as well a s unclear grasp of the audience appeal.Based on Kaiping open city happy purchase program as an example, the article do research a nd analysis by the Angle of the specific ideas, program design, program innovation, quality assura nee, brand construction and resource development and utilization. And it sums up the measures of strengthening kaiping radio program operation management, improving the quality of programs an d the level of strategy and safeguards.Research shows methods of improving the quality of the program. Firstly, kaiping stations ne ed to use localization, cost leadership, and imitate and differentiation strategy, and strengthen the media’s social responsibility consciousness. Then it should improve the quality of the radio station personnel and establish the radio program evaluation mechanism safeguards. At last, it should do t he innovation of program operation mode.