Research On The Communication Of Hunan Radio Traffic Channel In New Media Era

With the arrival of the development of automobile industry, narrow broadcast numerous times, traffic radio came into being, and the development of an upward trend, Hunan traffic radio is under the background of the birth, development, and gradually formed a its own characteristics. In the era of new media, Hunan traffic channel actively seek new development path, expand the multiple channels of communication, and achieved good results. In depth study of the current situation of the spread of the new media era, it has certain reference for the same kind of traffic radio station in the new media era.First of all, the use of PEST analysis method study of Hunan traffic channel in the era of new media to spread the new context and analysis in the aspects of political, economic, social, technological advantages and disadvantages of the present stage, described in the new media era for its development brings opportunities and challenges. Secondly, the research on the communication strategy of Hunan traffic channel in the new media era. Hunan traffic channel through the accurate location of the audience,giving full play to local advantages, loved by the audience and carefully crafted to the dissemination of the contents, created a good brand image.It also followed the trend of media convergence, and 893 in car music broadcast, Hunan Mobile TV cooperation, open network of micro radio,and opened the official micro letter public, development of the official app, expand the business of electronic business affairs, three-dimensional construction of communication channels, multi communication,expanding the range of communication, enhanced the spread of influence.Finally, through an empirical investigation of the audience size, listening time, the competitiveness of the program, the audience feedback, and so on, to further study the good communication effect and influence of Hunan traffic channel.Further, there are important implications: stick to positive public opinion to guide the audience, assume social responsibility,to meet the needs of the audience interaction, take advantage of new media opportunities and take the road of media convergence.