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媒体定位可以具体化为市场定位、受众定位、功能定位、社会角色定位等与媒体发展方向有关的层面,因此讨论定位具有战略意义。近几年来,中国交通广播一枝独秀,不断扩大市场占有率,获得了引人注目的社会效益和经济效益,形成了值得关注的“交通广播现象”。关注交通广播现象意在分析和推广交通广播的有效实践模式。本文拟从分析交通广播入手讨论整个广播媒体的定位问题。
Media positioning can be embodied as the market orientation, the audience positioning, function positioning, social role positioning and other aspects of the media development direction, so the discussion positioning strategic. In recent years, China’s traffic radio has shown its uniqueness and has continuously expanded its market share and gained noticeable social and economic benefits, forming a “traffic radio phenomenon” that deserves attention. Concerned about the phenomenon of traffic radio is intended to analyze and promote effective practice mode of traffic radio. This article intends to start from the analysis of traffic radio to discuss the positioning of the entire broadcast media.