Development Strategy Of Yunnan Traffic Radio FM91.8 Under New Media Background

Since 1991,China's first traffic radio-Shanghai Traffic Information Station began broadcasting around the establishment of the boom,the development of society,the policy of good economic prosperity,the acceleration of urbanization,the advent of the automobile age,traffic Development,etc.are provided with a good opportunity for development.Traffic and radio to flourish,and achieved economic and social benefits of the double harvest,has aroused widespread concern in the industry,as the media in a beautiful landscape.However,regional dependence,vicious competition homogeneity,changes in target audience and a single profit model has hindered the healthy development of traffic and the efficient use of resources.And the continuous development of new technologies and new media,the rapid changes in the status of traffic radio,to the traffic radio has brought great challenges and severe pressure to survive.In the era of new media,traffic broadcasting is faced with the pressure of competition brought by new media and the pressure of competition betweentraditional media.The pressure of double layer has a great threat to the broadcasting media,how to realize its own development and enhance its competitiveness,Choosing the right development strategy has become an important issue.How to deal with its development crisis and the opportunity and challenge brought by the new media,how to locate the development strategy and so on have profound practical significance.This paper introduces the classic strategic management theory and model from the background of the new media era and the background of the media into the era of fierce competition.This paper analyzes the macroscopic political,economic,social and technological environment of Yunnan Traffic Radio FM91.8.Based on the analysis of the competitive environment in Yunnan traffic FM91.8 competition in the industry,the content of existing suppliers,bargaining power threat,the audience and advertisers and other buyers of bargaining power threat,new media,etc.The threat and the threat of the new entrants are pointed out,and the internal advantages and disadvantages,external threats and opportunities of Yunnan Traffic Radio FM91.8 are pointed out.And the specific application cases of the new media development strategy of Yunnan Traffic Radio FM91.8 are comprehensively studied.Analysis,clear YunnanFM91.8 traffic radio development strategy choice,in order to be able to play a guiding role in the traditional traffic radio.Finally,the paper puts forward the concrete development and innovation strategy of traffic broadcasting in the new media era from the aspects of program innovation,microblogging and broadcasting program interactive innovation and mobile terminal application innovation.