媒介融合背景下国内网络电台发展现状及策略研究  

The Development and Strategies of the Domestic Internet Radio in Media Convergence Age

作　　者：杨逸凡 杜文达 YANG Yi-fan;DU Wen-da(School of Journalism and Communication,Minzu University of China,Beijing 100081,China;School of Communication and Film,Hong Kong Baptist University,Hongkong 999077,China)

机构地区：[1]中央民族大学新闻传播学院,北京100081 [2]香港浸会大学电影传播学院,香港999077

出　　处：《吕梁学院学报》2021年第6期30-33,共4页Journal of Lyuiang University

摘　　要：随着我国媒介融合进程的不断深化,传统广播电台纷纷转向互联网平台。网络电台是媒介融合下代表产物,在经过10年间的野蛮生长之后网络音频行业逐渐走向规范化。各大网络电台开始塑造独立品牌,打造精品差异化内容。从内容上来看逐渐走向IP化、综艺化、影视化多维度发展的局面。从营销上提高付费订阅量,依托粉丝经济,依托流量市场打造规模效应,同时与外部平台深度链接合作。始终以用户需求为核心,创新优质内容与创新营销手段相结合,不断推进着我国广播融媒体变革实现新突破。As China s media convergence process continues to deepen,traditional radio stations are turning to the internet platform.Internet radio is a representative product of media convergence,and after 10 years of brutal growth,the online audio industry is gradually becoming more standardized.In the second half of development,major online radio stations have begun to build independent brands and create high-quality differentiated content.In terms of content,it is gradually moving towards a multi-dimensional development of radio drama+show+film.From the marketing point of view,online radio stations are increasing paid subscriptions,relying on fan economy and flow market to create scale effect,and at the same time developing deep link cooperation with external platforms.With users needs as the core,internet radios combine innovative quality content with innovative marketing methods,and constantly pushes forward the reform of broadcasting media in China to achieve new breakthroughs.

关 键 词：媒介融合 网络电台 新媒体 发展策略 

分 类 号：G206.3[文化科学—传播学]