融媒体背景下广播电台转型发展探索

Transformation of Radio Stations to the Background of Integrated Media

融媒体时代到来,广播电台处于转型发展的关键时刻,如何找准转型方向和构建融媒体平台一直是传统媒体转型过程中遇到的难题。本文主要从内容、传播、产品和平台构建等方面阐述广播电台转型发展途径。提出了构建"电台+两微+APP+网络直播"的融媒体平台,拓宽多元化的融媒体传播渠道。打造以上游内容生产,中游用户社群聚集,下游广告、活动、经营等为主的产业链。

With the advent of the era of integrated media,radio stations are at a critical moment of transformation.How to find the right direction and build an integrated media platform has always been a challenge for traditional media.This article focuses on the transformation path for radio stations from the perspectives of content,dissemination,product and platform construction.It proposes to build an integrated media platform of "Radio + Weibo + WeChat + APP + Webcast",and create an industrial chain with content production at the upstream,user community at the midstream,and advertising,activities,and operations at the downstream.