| As the coming of internet age and the rapid development of new media, a series ofeffects has been produced on the domestic traditional media, which is neither positivenor negative, and the key lies in the traditional media how to deal with such asituation.Radio was popular among our people’s daily life before the television media couldbe seen everywhere.Yet, thanks to the unremitting effort made by radio staffs andothers, our domestic broadcast media didn’t wreck for a moment, especially with thezhujiang Economic Radio Station was launched in1986, our domestic broadcast mediagot a flying start. However， new media represented by Internet, this is the really"Wolf", though, perhaps it also means unprecedented opportunities.Firstly, under the background of the domestic media’s overall development t and bigdata era, this paper analyzed a lot of data relation to the broadcast media’scompetitiveness, audience, segment market and advertisement, and found the realsituation of the domestic economic broadcast media is not so good.Secondly, on the bases of the current development of the domestic economybroadcast media, this paper described some problems and causes of the domesticeconomic broadcast media from four aspects: from the audience level, the agingaudience attracted ads less, and the audience positioning is not clear, so the loyalty islow. From the frequency level, economic radio is lack of "brand frequency". From theprogram level, because of the radio staff’s understanding of the concept of "economic"is too narrow, the program show the homogenization phenomenon, and practitioner’stalent bottleneck, affect the quality of programs. From the broadcast advertising level,low cost and weak consciousness causes the broadcast advertising lacking of creativity.Finally, this paper put forward some advices for the development of economicbroadcast media in the new media environment: focus on moving radio market,broaden the audience; reposition the economy radio and intensification the concept ofbusiness radio; make use of new media, enrich content and form; reshape the radioadvertising workflow, take multi-channel broadcast; and combined with the status, toestablish a new economic radio mode. All of those suggestions were based on thedevelopment and problems of the domestic economy broadcast media. |
