改革开放40年我国听众调查的五个阶段与发展趋势

The Five Stages and Trends of Chinese Audience Survey: 40 Years' of Reform and Opening-Up

改革开放40年来,我国广播事业取得了飞速发展,听众调查工作从无到有,逐渐发展与成熟。以调查主体、调研方法、调研工具、调查内容等为参照,可以将我国听众调查分为听众来信、学界牵头多媒体受众调查、委托性收听习惯调查、商业性收听率调查、日记卡和新技术并存的五个阶段。随着车联网的逐步普及与移动音频市场的发展,收听行为进一步多场景化与多终端化,听众调查也将呈现出新的发展趋势。

China＇s broadcasting industry has achieved rapid development during 40 years＇ reform and opening-up, and audience surveys have gradually grown matured from scratch. Based on survey subjects, research methods, research tools, and survey content, we can divide audience surveys in our country into listeners＇ letters, academic leaders＇ panoramic surveys, commissioned listening habit surveys, commercial listening rate surveys, the current phase of the coexistence of diary cards and new technologies. With the gradual popularization of car networking and the further development of the mobile audio market, the listening activities will be further multi-diversified and multi-terminalized. The audience survey will also present new trends.