在移动互联时代,传统广播正面临前所未有的机遇和挑战。融合升级,意味着借力技术革新,打通传统广播与互联网的连接,通过对生产、传播流程升级再造,整合营销平台、内容,变听众为用户,并在潜移默化中引导他们向客户转化。本文通过一系列新媒体平台的融合实践,探索分析传统广播转型升级,打造互联网产品的实践路径。 In the era of mobile Internet, traditional broadcasting is facing unprecedented opportunities and challenges. Convergence and upgrading means leveraging technological innovations, opening up the connection between traditional broadcasting and the Internet, upgrading and remanufacturing production and distribution processes, integrating marketing platforms, contents and changing audiences, and leading them to transform themselves into customers. Through a series of new media platform integration practice, this article explores and analyzes the traditional radio transformation and upgrading, to create a practical path of Internet products.