【作者】 何超；

【导师】 谢梅；

【作者基本信息】 电子科技大学 ， 新闻传播学， 2016， 硕士

【摘要】 随着移动互联网的迅速发展,以智能手机为代表的移动智能终端的普及,大众的生活方式也跟着被改变。软件开发商推出了海量的手机客户终端供用户使用,以追求各自领域的市场份额。电台手机客户端就是在这种背景之下诞生和成长起来的。本文以电台手机客户端当中的地方电台手机客户端作为研究对象,具体选取了四川电台的官方手机客户端“熊猫听听”作为研究样本。通过大量查阅广播发展和电台手机客户端的国内外相关文献,梳理了国内具有代表性的电台手机客户端以及地方电台发展手机客户端的历程与现状。在总结国内地方电台发展手机客户端的经验和历史上,以问卷调查法、深度访谈法和个案研究法对“熊猫听听”进行具体的案例分析,针对熊猫听听的内容架构、功能设计、传播策略等做了详细的分析整理,得出“熊猫听听”的传播策略主要从五个方面展开,即:传播渠道的多元融合、平台架构的用户导向化、节目内容资源的细分化与多元化、受众的多元互动化、运用其他途径强化传播效果。结合成都地区电台手机客户端使用情况的抽样调查和对熊猫听听用户的深度访谈,对熊猫听听客户端的问题和不足进行了总结。初步得出熊猫听听在五个方面存在不足,即页面设计单调,栏目分类不清;使用卡顿,系统不稳定;视觉元素运用不佳,体验感较差;移动收听不便,流量耗费偏大;互动程度低,交互效果不佳。依据四川电台发展手机客户端的经验,并结合对用户的调查与分析结果,笔者运用创新扩散理论和横向比较,分析了地方电台手机客户端的传播优势,总结了其发展中所遇到的局限和问题,主要包括:1.发展起步较晚,用户转换难度大;2.人才相对匮乏,成本投入有限;3.传受身份相对固定,用户参与度较低;4.客户端内容丰富,但同质化明显;5.功能定位模糊,信息维护不完善。最后就地方电台应如何加强新媒体传播,寻求新的传播途径与上升空间,以实现地方广播电台从手机客户端层面进行发展与变革提出了具体的对策建议,具体包括:与商业电台客户端加强合作,运用大数据精准传播;深化体制改革,打破人才与资本流通壁垒;从PGC生产模式向PGC+UGC转变;规划客户端矩阵,实现差异化发展;树立品牌效应,开展“反地域化”合作。更多还原

【Abstract】 With the rapid development of mobile internet, the popularity of smart phones as the representative of mobile intelligent terminals. The life style of the public has been changed. Software developers launched a vast amount of mobile phone client for users to use, in order to pursue market share in their respective fields. The radio mobile client is born and grew up in this background.In this paper, the local radio station mobile phone client as the research object, the specific selection of the radio Sichuan official mobile phone client "xiongmaotingting" as the research sample. Through a large number of radio mobile phone client development of domestic and foreign literatures, reviews the domestic mobile phone with radio mobile client representative and the history of local radio mobile phone client and the status quo of development. In summing up the local radio mobile phone client development experience and the history, by questionnaire survey and depth interview method and case study method of "xiongmaotingting" for specific case analysis, to the content framework, function design in detail, "xiongmaotingting" s communication strategy were from five aspects: the multiple integration of the communication channels, user oriented of the platform architecture, the program content resources of fine differentiation and diversification, the audience’s multiple interaction, the use of other ways to strengthen the dissemination of results. According to the sample survey of the usage of radio mobile phone client in Chengdu area and the depth interview with the users, the problem and shortage of the mobile client are summarized. Preliminary conclusion is that the “xiongmaotingting” has five aspects of the problem, page design monotonous program classification is not clear; Caton, system instability, poor use of visual elements, experience poor mobile listening to inconvenience & data traffic consuming too large; low degree of interaction & interaction effect.According to the development of the mobile client in Sichuan Radio experience, and combined with the investigation and analysis results to the user, the author uses the innovation diffusion theory and horizontal comparison, analyzes the advantage of communication of local radio mobile phone client, summed up the limitations and problems encountered in the development, mainly includes 1. Development started late, the user conversion is difficult;2 the relative lack of talent, cost investment.; 3. disseminators and recipients identity relatively fixed, user participation is low; 4. Client content is rich, but homogenization obvious; 5.fuzzy positioning function, information maintenance is not perfect. Finally on the local radio station should be how to strengthen the new media, seek new transmission and increase in space, to achieve local radio stations from the mobile client level of development and reform put forward specific countermeasures and suggestions, including strengthen cooperation with commercial radio client and use of big data to disseminate accurately; deepen the reform of the system, to break the barriers to the flow of talent and capital; from PGC production mode change to PGC + UGC mode; planning client matrix to realize differentiated development; establish a brand effect, to carry out "anti-regional" cooperation.更多还原