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请辽学申宁大硕学论士位文新媒体环境下辽宁都市广播发展策略研究ResearchondevelopmentstrategyofLiaoningurbanradiointhenewmediaenvironment作者：罗聪指导教师：隋丽讲师专业：新闻学答辩时间：2012年5月20日二○一二年五月·中国辽宁I摘要新媒体的迅猛崛起对广播媒体的发展造成强大冲击。在激烈的媒体竞争下，广播呈现窄播化发展趋势。广播运营经历综合化、专业化、类型化三个阶段，目前类型化广播研究成为广播界最受关注的研究课题之一。尽管广播发展前景不容小觑，但是我国广播的窄播化发展仍处于探索阶段，尚未探索出一条清晰完善的广播窄播化发展之路。辽宁都市广播走类型化广播之路，在汽车行业兴起的契机下，通过转变自身发展模式，利用新媒体技术提升竞争力，在新一轮媒体竞争中取得一席之地，成为中国类型化广播的成功典范。在新媒体迅速发展、大众传媒激烈竞争的背景下，都市广播在中国应运而生，虽然都市广播在中国大陆广播市场有着广阔的发展前景，但在全国一些城市市场优势并不明显。辽宁都市广播拒绝依葫芦画瓢的照搬模式，结合中国广播市场的现状，通过细分受众，窄化定位，因地制宜，走出一条有地方特色的都市化广播的发展之路，成为全国都市广播中的佼佼者。在新媒体大行其道的时代，辽宁都市广播成为广播窄播化探索路上成功的典范。本文研究新媒体环境下辽宁都市广播的发展，致力于广播窄播化进程的探索。重点探讨了辽宁都市广播在新媒体环境下的创新之路以及与新媒体的互动，对广播的发展研究具有一定的推动作用。本文深入详实的分析了新媒体环境下，辽宁都市广播目前的发展现状及发展策略，阐述了在新媒体的强劲势头下，辽宁都市广播如何对新媒体进行突围并连续保持收听率第一，指出目前发展问题并对未来发展策略进行探索。本文第一部分深入分析了我国都市广播产生的原因及其市场竞争力。第二部分论述新媒体对传统广播的威胁，以及辽宁都市广播对新媒体的突围。第三部分研究新媒体环境下，辽宁都市广播对发展策略的创新与探索。第四部分重点分析新媒体环境下辽宁都市广播的未来发展策略。关键词：新媒体都市广播发展策略IIABSTRACTThedevelopmentofnewmediahasastrongeffectonthebroadcast.Intheintensecompetition,thereisatrendofnarrowcastdevelopment.Thebroadcastexperiencesthreestages,whichisintegration,specializationandtype.Thenarrowcastisatypeofbroadcast.Recently,thestudyoftypebroadcastbecomesthemostimportantandvaluableresearchtopicinbroadcastingindustry.Inthecontextoftheriseofautomobileindustry,withitsowndevelopmentandthenewmediatechnology,broadcastingmakesaspaceinthenewroundofmediacompetition.Despitebroadcastingdevelopmentispromising;it’sstillatthestageofexploringandfarfromtheroadofbroadcastwithChinesecharacteristics.Intherapiddevelopmentofnewmediaandthefiercecompetitionofthemassmedia,thefirsturbanradioemergesin2003,sincethenurbanradioappearseverywhere.Astheresultofnarrowcastbroadcastdevelopment,urbanradiobelongstothetypeofbroadcasting.Urbanlifeprogramisoneoffourmostpopularprograms.InBeijing,ShanghaiandGuangzhou,theproportionofurbanlifeprogram'sbroadcastranksfirst.Thecontrastresultsofaudiences’willrecenttwoyearsshowthattheyprefertoreceivetheservicebroadcasting,sothecitybroadcastinginChinahasbroadprospectsfordevelopment.However,theadvantageofurbanradioinmostofthecity'smarketisnotclear.Liaoningurbanradiowasestablishedin2005,andthelisteningraterankedfirstintheprovinceandsecondinthecountry.Liaoningurbanradiorefusedtofollowothersinthecopymode.Throughthebreakdownoftheaudience,narrowpositioning,makingthemeasuressuittolocalconditions,ittakestheurbanradiodevelopmentroadwithChinesecharacteristics.Inthenewmediaworld,Liaoningurbanradiobecomesasuccessofradionarrowcastexploration.ThisarticletalksmainlyaboutthestudiesofLiaoningurbanradiodevelopmentinthenewmediaenvironment,andcommitstotheradionarrowcastprocessexploration.ThisarticleanalyzesindetailLiaoningurbanradio‘scurrentdevelopmentstatusanddevelopmentstrategyunderthenewmediaenvironment,elaboratesLiaoningCityradiohowtobreakoutofanencirclementandmaintaintoratethefirstinthenewmediawithstrongmomentum,andpointsoutthepresentproblemsandthefutureIIIdevelopmenttoresearchthedevelopmentstrategy.ThefirstpartmakesananalysisofthecauseandmarketcompetitionabilityofChina'surbanradio.Thesecondpartdiscussesthethreatofthenewmediatothetraditionalbroadcast,andthebreakoutoftheLiaoningurbanbroadcast.ThethirdparttalksabouttheinnovationandexplorationofLiaoningurbanradio.ThefourthpartfocusesontheanalysisofLiaoningurbanradiodevelopmentstrategyinthefuture.KeyWords:NewmediaUrbanradioDevelopmentstrategyIV目录摘要................................................................................................................................IABSTRACT......................................................................................................................II绪论................................................................................................................................10.1研究缘起........................................................................................................10.2研究现状........................................................................................................20.3研究价值及创新之处....................................................................................20.4研究方法........................................................................................................31类型化广播的兴起..................................................................................................51.1类型化广播产生............................................................................................51.2社会经济发展................................................................................................71.3汽车工业兴起................................................................................................71.4都市生活类广播的全国竞争力....................................................................81.5辽宁都市广播的市场竞争力........................................................................92新媒体与都市广播发展........................................................................................112.1新媒体的优势..............................................................................................112.2传统广播媒体的困境..........................