Research On Operational Path Of Henan Traffic Broadcasting Under Internet Thinking

The continuous development of Internet technology has brought about changes in the media ecology.In today's increasingly complex competitive environment,if traffic broadcasts wants to continue to maintain its vitality and influence,it must follow the rules and characteristics of the Internet and re-plan and explore its own development.As a provincial broadcast frequency,Henan Traffic Broadcasting closely followed the Internet thinking in the development process of media integration,and made bold innovations in content operation,brand operation and industrial operation,and achieved good results.In the second half of media integration,domestic traffic broadcasting can draw on the successful experience of Henan Traffic Broadcasting,based on Internet thinking,re-planning from three aspects: content,brand and industry,breaking through the shackles and achieving better development.Based on Internet thinking,this paper explores new ideas for the development of Henan Traffic Broadcasting integration.First,sort out the development status of domestic traffic broadcasting and point out the current opportunities and challenges.At the same time,the specific meaning of Internet thinking is defined according to the existing concepts,and its guiding significance for the development of traffic broadcasting integration is demonstrated.Secondly,through literature analysis and case study,this paper interprets the Internet thinking of Henan Traffic Broadcasting from three aspects of content operation,brand operation and industrial operation,and analyzes its innovation.Finally,in view of the problems existing in the development of China's traffic broadcasting,combined with the successful experience of Henan Traffic Broadcasting,it provides ideas for the integration and development of other domestic traffic broadcasting.First,in terms of content operation,as a type of frequency,traffic broadcasting should focus on its own positioning,exert its strength in the vertical subdivision,and make products and services to the extreme;to do a good user experience,change the sense of pleasure as a sense of identity,enhance product appeal and retention.Second,in the brand operation,traffic broadcasting should use social media to innovate promotion methods and expand brand awareness;it is necessary to pay attention to fan training,condense brand value and extend brand vitality.Third,in the industrial operation,traffic broadcasting should rely on "broadcast +" to achieve a comprehensive cross-border and create a multi-industrybusiness structure;explore multiple profit models,optimize revenue-generating structures,and reduce operational risks.