The Analysis On The Development Path Of Chinese City Traffic Radio In The Context Of Big Data

In recent years, big data becomes a "hot words", governments and enterprises of all types are beginning a large data-related technology research and development. In fact, a large data network society develops to a certain stage of the product. With the development of mobile clients, social networking sites and cloud computing technology, the human variety of network behavior began to be recorded, storage and processing of massive data gradually become a reality. In this case, the original media operation system undoubtedly suffered enormous challenge; Traffic Radio is one of them. Broadcast history have suffered many shocks, but they can quickly adjust the direction of development because of the external environment and adapt smoothly to spend. After the reform and opening up as a market segment specialization theory and frequency typical radio traffic after decades of development have already blazed a path own characteristics, with a fixed audience and market segments. However, the era of big data presents a full range of broadcast traffic challenges the way the original content production, transmission channels, the advertising market will change. How to redefine the environment in the new era of their own position, adjust their development strategies, stabilize their audience groups to ensure their market share, for every Chinese city traffic broadcasts are a problem.Based on the analysis of large data base characteristics of the times and caused changes in the media industry to discuss the specific impact of broadcast traffic brings big data, analyzes the challenges and opportunities of broadcast traffic in the new era, trying to Chinese urban traffic broadcasts find a possible future development of the road.