Propagation Effect Of Lychee FM Internet Radio

According to the "Statistical Report on the Development of China's Internet Network," it shows that since 2012,mobile phones have become the first choice for Chinese Internet users to access the Internet,and as a result,China's mobile Internet era has come quietly.Since then,the media literacy of Internet users has been increasing day by day.People are increasingly pursuing personalized and customized information services.Correspondingly,traditional media are accelerating their transformation in order to optimize the audience experience.Therefore,Internet radio came into being and developed rapidly.Litchi FM Internet radio main user-generated content,has maintained a high number of user registrations since 2013,and completed the D round of financing in January 2018,becoming the leader of the current Chinese Internet radio market.The two problems that this study tries to solve are a discussion of the factors that affect the dissemination effect of the radio stations in Litchi FM,and how to formulate communication strategies from the perspective of the communicators.From the user's point of view,this article analyzes the current status of China's Internet radio development,and examines the effects of user behavior,motivation,and frequency of use on Internet radio transmission.Firstly,from the basic attributes of the audience,the basic analysis was carried out.Secondly,from the audience's use behavior and intention of using the Litchi FM Internet radio station,the usage behaviors and intentions of the users with different attributes to the Lai Chi FM Internet radio station were obtained.There is a correlation relationship;finally,by analyzing the issues affecting the audience's satisfaction with use,it is found that the �usefulness�,�entertainment�,�dependency�,�social promotion motivation�,and�relationship maintenance�will all affect the audience.The use of satisfaction has an impact.This study through quantitative research and in-depth analysis of academic industry literature,hoping to grasp the development trend of radio stations in Litchi FM,from the content,platform,management,anchoring four development strategies put forward to provide a certain degree of its dissemination effect to achieve Theoretical basis and promotion strategy.