Characteristics of Jiangsu Traffic Broadcasting Network

In the era of product diversification and buyer's market, the core of strategic marketing is STP marketing, that is, subdividing product objectives through market segmentation, so as to make accurate positioning. In the fierce media war, whether a program can occupy the market depends on the number of listeners. If a broadcast wants to stand out from the competition and gain an advantage, it depends on the number of its effective audiences. The research shows that the planning of comprehensive radio stations is a feasible way to meet the general audience under the environment of insufficient information. When information channels are extremely rich and there are more and more opportunities for information selection, it is even more necessary to plan through "differentiation" to win the target audience. This requires that in the environment of multimedia competition, broadcasting operators should segment the market according to the age, economic situation, hobbies and needs of the audience, determine the target audience, and spread through various broadcasting methods based on having effective audiences, so that the effective audience can develop steadily and expand continuously. There are nearly 20 frequencies over Nanjing, covering news integration, economy, literature and art, music and other contents, many of which have been broadcast for many years and have a stable audience. In such a relatively saturated audience market, it is not easy to set up a successful provincial traffic radio station to share a piece of the action. After careful investigation, Jiangsu Jiaoguang Network draws the following conclusions: First, expressway and expressway in Jiangsu have high network density, ranking first in the country. For example, 1999, the passenger volume of various modes of transportation in the province is close to 654.38 billion, and more importantly, a large transportation network with three-dimensional intersection of land, sea and air has been formed. Secondly, with the rapid development of economy and the increasing number of cars, traffic radio stations are aimed at the floating population, which has absolute advantages over other media in terms of mobile space and professional advantages. So, first of all, Jiangsu Jiaoguang. Com represents the core competitiveness of frequency with the specialization of programs, and establishes their respective target audiences according to variables such as age, income and social status. The column sets up professional program content, activity planning and expression forms around the audience.

Secondly, it is also an important idea for its development to run elite broadcasting with broadcasting elites. Recruit talents for the whole province, strive for many famous hosts to join in, form a "dream team", and create a brand-new program of Jiangsu Jiaoguang.com, thus improving the popularity and appeal of frequency and forging elite media.

Third, determine the target audience, with "drivers, passengers, travelers" as the potential audience, taking the occupation of the mobile group media market as the main direction, and aiming at building a high-density and wide-coverage traffic radio station and realizing dynamic communication services. In this way, the accurate market positioning of Guangdong communication network has brought high listening rate. For example, in the coverage area of FM10/.1(Jiangsu and surrounding provinces and cities), more than 90% of private cars, taxis and official vehicles spontaneously lock into Guangdong communication network, and many buses, long-distance buses, trains, ships, gas stations and even supermarkets listen to it. Make friends in Nanjing, Jiangsu. This timely modern media has sprung up like this, setting sail brilliantly and showing its strength. 2. Give play to your own advantages and show your exclusive advantages.

It is precisely because of the unique advantages of broadcast media in serving the floating population that Jiaoguang.com, Jiangsu Province has identified "drivers, passengers and travelers" as its target audience. In moving vehicles, due to the constraints of receiving tools, vision distribution, market conditions and other factors, from the comparative point of view of information dissemination at present, listening to radio is obviously the most suitable way of information transmission for mobile people.

As a mass media, broadcasting has the advantages of quickness, convenience and cheapness. As the main way to receive information, the advantages of broadcasting are embodied in sound. First of all, it is the only non-visual media. In today's era of dazzling information, only broadcasting liberates the eyes and hands of the audience and greatly facilitates the floating population. Second, the advantage of sound over images lies in its associative and suggestive functions. The special performance of hearing arouses people's imagination. A beautiful and soothing piece of music or a rich and meaningful text may make the audience enter a world full of imagination from a depressing reality trip, giving people a wonderful feeling, which is why the unique charm of broadcasting to the floating population comes from this. Thirdly, the convenience of listening and carrying also makes broadcast media a unique preference for drivers and passengers. In addition, the randomness and accompaniment of broadcasting enable listeners to "do two things at once" and enable mobile people to listen to the radio at the same time while driving. Drawing lessons from the successful experience of the United States, we can know that American radio stations have survived in the new round of market competition since the 1990s, and attracted a large number of target audiences because of their "narrow broadcast" (diversified) program marketing strategy. For Jiangsu Jiaoguang Network, after fully studying the operation characteristics of radio and television products, it is its greatest advantage to find another way, such as combining radio and television, transportation, public security and other departments for actual operation. Create momentum with activities and build a CI import platform

Personalized times call for personalized frequency and advocate personalized expression. Brands not only reflect differences, but also reflect high quality and competitiveness. In a pluralistic society, media competition has evolved into brand competition, and broadcasting is no exception.

Create a radio brand with wonderful programs. High-quality products are the foundation and main line of brand building. The core product of a radio station is a program. Only by making the "extreme" main column and logo program can the radio station lock the audience's attention on its own frequency and enhance its ability to resist the impact of other media. Jiangsu Jiaoguang. Since its establishment, com has been pursuing the famous brand strategy, constantly adjusting and optimizing the program settings according to the audience's needs, and striving to continuously occupy the audience market with brand programs that are "audible, enjoyable and sustainable". Since its launch, Jiangsu has made great efforts in communications. On the basis of audience survey and program planning, com has made two major adjustments and more than ten fine-adjustments, constantly revising and running in the positioning of programs and hosts, and tried every means to make a breakthrough in content and form. For example, considering that there are 4 million passengers taking buses every day in Nanjing, in order to lock in this huge audience, Jiangsu Jiaoguang. Com cooperated with Nanjing Bus Company to buy out 2000 bus "broadcasting rights" with patented technology, and broadcast Jiangsu traffic radio programs specially; On the other hand, the bus program "Sunshine Bus" was specially set up, and the audience expanded geometrically. Every night, the information program "News Food Stall" is rich in leisure content, and the relaxed and alert style makes the rigid news broadcast interesting and the listening rate keeps rising. The complaint program "Jiaoguang Double Channel" is led by two professional hosts who have been driving for more than 20 years and have hosted traffic complaint programs for more than 5 years. It helps drivers and passengers solve problems, paves the way for the bridge between the government and the masses, and is deeply trusted and loved by the audience. Actively participate in social activities and enhance the public image of radio stations. Activities are the best way for the media to show their overall strength, reflect the planning level, package the brand of programs and establish the public image. Since its birth, Jiangsu has made extensive contacts. Com has taken radio positioning and target audience planning activities as the highlight of publicity image to sing. To celebrate the launch, the "Jiangsu First Automobile Culture Festival" was held, which created many firsts, such as the first auto show held by the media, the first introduction of the concept of automobile culture, and the first national automobile model competition. As the only designated broadcast media in China, it participated in the "Wuxi Lingshan First International Automobile Driving Festival" and showed its elegance in front of visiting media all over the country. Co-organized the second international car audio festival and the "para para para" dance competition with Oriental Auto Weekly. The exclusive "First Jiangsu Cheyou Festival" brought together nearly 30,000 riders and listeners from all over the province to celebrate the Driver's Day, which narrowed the distance between the radio station and the audience. Wan Li Dialect Traffic is far away from Wan Li, spreading the charm of Jiangsu's communication. Com, a new media, has spread to more than ten provinces and cities, making FM 10 1. 1 a household name within the realizable scope. 4, service-oriented, highlighting the characteristics of professional media.

As far as Jiangsu Jiaoguang.com is concerned, its target audience is "drivers, passengers and travelers", and the floating population needs close, timely, authoritative and practical information. Therefore, Jiaoguang.com, Jiangsu Province has established the news concept of "taking traffic news as a foothold, focusing on hot news and taking social news as an exciting point", equipped with advanced communication, interview and transmission equipment, and the all-day program focuses on news information. Moreover, Jiangsu Jiaoguang. Com has increased the ability of complaint procedures to solve problems for drivers and passengers. The columns such as "transparent live broadcast room" and "Jiaoguang double channel" pave the way between the government and the audience, and become "the beneficial friends of the audience, the home of the driver, the mouthpiece of the masses and the mirror of the government". In addition, Jiao Guang. Com has established a wide and stable information network by taking advantage of its cooperation with traffic and public security departments, such as adopting various means to stimulate the audience to actively participate in information provision; There are six hotlines waiting for drivers and passengers to visit at any time; Cooperate with GPS global positioning system, 1 10 alarm station and provincial logistics center to broaden the information service platform. Nowadays, limited information has been released in many fields such as meteorology, ticketing, road conditions, road guidance, auto repair, tourism, transportation, securities and so on. Real-time authoritative information resources have become an important starting point for its brand appeal. The ultimate goal of communication is to promote human communication, understanding and harmony. Broadcasting is a medium that relies on human hearing, which is the bottom line for the survival and development of broadcasting; Fully reflect the needs of the target audience, start from paying attention to the immediate interests of the audience, serve the people, and provide programs (including advertisements) related to the audience's real interests and even long-term interests in time, so that listening to the radio becomes the "eighth thing" for this group of people to come straight to the point. This is the pursuit of every broadcaster.

The success of Jiangsu Jiaoguang. Com enlightens us that weakness and strength are only relative, with only a weak concept and no weak media. As long as broadcasting boldly takes the road of innovation, actively participates in market competition, determines the required target audience through careful market segmentation, and realizes accurate frequency positioning, it will certainly be able to build a brand image, get out of the relatively weak situation, let the audience choose broadcasting in this multi-channel information environment, and make broadcasting bigger and stronger.