The Study Of Developing Strategy For Chongqing Transportation Radio Under The Media Integration

“Media integration” has been one of the key words of the media study in the 21 st century.In recent years,media integration has became a more prominent feature of the media area.Traditional media faces with the impact from the new media which relies on the Internet technology while it is trying to explore a way to survive and develop in the new media circumstance in virtue of media integration especially the new media.After several media impacts of TV popularization and Internet rising,radio media has descended into a decline.It is both challenges and chances for radio media that the media technologies,the media circumstances and the public habits of using media are changing.This thesis takes Chongqing Transportation Radio as an example to analyze the media integration way of it through considering the living and researching condition of domestic transportation radios as well as using the SWOT method in the marketing.Through these analyses above,I hope to propose for the Chinese radio in the media integration by investigating Chongqing Transportation Radio.This thesis generalizes the integration of transportation radio in the stage of chance and challenge through the development course of domestic transportation radio.The transportation radio media integration of our nation starts from content,channel,platform,management and administration.The major problem of present transportation radio media integration is the lack of energy to integrate internally,confusion of using new media and misunderstanding in media shift.After analyzing the case of Chongqing Transportation Radio through SWOT model,I find the irreplaceable authority and proficiency of transportation radio in Chongqing.Although there are many problems such as lack of talent reserve,singleness of making profit and condition of program similarity under the present policies,the new media rooting in the Internet brings new developing chance as it also brings fierce impact.In the great media circumstance,Chongqing Transportation Radio can change the present form by learning from other medias,deepening the interaction withtraditional paper media and TV,absorbing the strengths of new media,breaking previous spreading awareness to form a belief of comprehensive serve and build a more competitive transportation media.