本文選題：交通廣播 + 湖南交通頻道　； 參考：《湖南師范大學》2016年碩士論文

【摘要】：隨著汽車工業(yè)的發(fā)展、廣播窄眾化時代的到來,交通廣播應運而生,且發(fā)展呈上升態(tài)勢,湖南電臺交通頻道正是在此背景下誕生、發(fā)展起來,并逐漸形成了自己的特色。在新媒體時代,湖南交通頻道積極尋求新型發(fā)展道路,拓展多元傳播渠道,取得了較好的傳播效果。深入研究它在新媒體時代的傳播狀況,對同類交通頻道的新媒體化發(fā)展有重要的啟示意義。首先,運用PEST分析法對湖南交通頻道在新媒體時代的傳播新語境進行研究,分析其現(xiàn)階段在政治、經(jīng)濟、社會、技術(shù)方面的優(yōu)劣勢,闡述新媒體時代為其發(fā)展帶來的機遇和挑戰(zhàn)。其次,研究新媒體時代湖南交通頻道的傳播策略。湖南交通頻道通過對受眾的精準定位,充分發(fā)揮本土優(yōu)勢,精心打造傳播內(nèi)容,塑造了良好的品牌形象。它還緊跟媒介融合趨勢,與893汽車音樂廣播、湖南移動電視進行合作,開設(shè)網(wǎng)絡微電臺,開通官方微信公眾號、開發(fā)官方APP、拓展電子商務業(yè)務,立體構(gòu)建傳播渠道,實現(xiàn)多元傳播,擴大了自身的傳播范圍。最后,通過對湖南交通頻道的受眾規(guī)模、收聽時段、節(jié)目競爭力、受眾反饋等方面進行傳播效果的實證分析,進一步思考湖南交通頻道未來發(fā)展的立足點在于:堅持正面輿論引導勇?lián)鐣熑巍⑼貙捇忧罎M足受眾互動需求、抓住新媒體發(fā)展機遇走媒介融合之路。
[Abstract]:With the development of automobile industry and the arrival of the era of narrow broadcasting, traffic broadcasting came into being, and its development was on the rise. Under this background, Hunan Radio Traffic Channel was born, developed and gradually formed its own characteristics. In the era of new media, Hunan Traffic Channel actively seeks new ways of development, expands multiple channels of communication, and obtains better communication results. It is of great significance for the development of similar traffic channels to study its communication situation in the new media era. First of all, using the PEST analysis method to study the new communication context of Hunan traffic channel in the new media era, and analyze its advantages and disadvantages in politics, economy, society and technology at the present stage. This paper expounds the opportunities and challenges brought by the new media age for its development. Secondly, study the communication strategy of Hunan traffic channel in the new media era. Hunan Traffic Channel through the accurate positioning of the audience, give full play to the local advantages, meticulously create the content of communication, created a good brand image. It has also closely followed the trend of media convergence, cooperated with 893 auto music broadcasting and Hunan mobile television, opened network microstations, opened official WeChat public numbers, developed official APPs, expanded e-commerce business, and built three-dimensional communication channels. The realization of pluralistic communication expands its own scope of communication. Finally, through the Hunan traffic channel audience size, listening time, program competitiveness, audience feedback and other aspects of the dissemination of empirical analysis. The foothold of the future development of Hunan Traffic Channel lies in: sticking to the positive public opinion guide to shoulder the social responsibility, widening the interactive channels to meet the interactive needs of the audience, seizing the opportunity of new media development and taking the road of media integration.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G229.2

【參考文獻】

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本文編號：1969337