随着社会经济和信息化的发展以及媒体传播模式的日新月异,在我们身边出

现了如数字广播、杂志及报纸、网络电台、移动数字电视以及手机短信等新媒体,

特别是信息网络异军突起,媒体传播市场竞争越来越激烈,传统媒体面临着新的

挑战,广播媒体在这种竞争局面下显得相对弱势,除了要跟电视和报纸等传统媒

体竞争市场之外,还要不断创新和发展,以期与新媒体抗衡。

本文专题研究广东省开平市广播电台为研究对象,以电台节目运营管理为研

究主题。研究者首先调研了区域传播媒体竞争市场,分析了开平电台节目运营现

阶段存在的主要问题,包括:节目制作陈旧、节目设计不科学,受众目标不清晰、

节目服务不到位、缺乏节目品牌意识和成本意识,以及对听众诉求的把握不清晰。

论文以《城市快乐购》为具体分析案例。通过对《城市快乐购》具体的节目

创意、节目设计编排,节目创新,质量保障,品牌建设及节目资源开发利用等方

面进行研究和分析,总结出强化开平电台的节目运营管理,提升节目的质量与水

平的策略与保障措施。

研究显示开平电台需要运用本土化、成本领先以及模仿与差异化的策略,运

用强化媒体的社会责任意识、提高广播电台人员素质、建立广播电台节目评价机

制的保障措施以创新节目运作模式,改善节目质量。

关键词:电台节目设计;制作流程;运营研究

ABSTRACT

With the development of social economy and information technology and media communicat

ion mode changing, some new media appeared around us,such as digital radio, magazines and ne

wspapers, Internet radio, mobile digital TV and mobile phone text messages and other new media,

especially the meteoric rise of the information network media. Media market has more and more fi

erce competition. The traditional media is faced with new challenges. Under this competition situa

tion,broadcast media appears relatively weak. They not only compete with traditional media such

as television and newspaper market, but also make constant innovation and development, so as to

compete with the new media.

Based on radio kaiping in Guangdong province as the research object,with radio operations

management as the research subject, researcher first research the regional media competition in th

e market, analysis the main problems of kaiping radio operations at this stage. These problems incl

ude the old programming, unscientific program design, unclear target audience; the program servic

e does not reach the designated position, lack of brand awareness and cost consciousness, as well a

s unclear grasp of the audience appeal.

Based on Kaiping open city happy purchase program as an example, the article do research a

nd analysis by the Angle of the specific ideas, program design,program innovation, quality assura

nce,brand construction and resource development and utilization. And it sums up the measures of

strengthening kaiping radio program operation management, improving the quality of programs an

d the level of strategy and safeguards.

Research shows methods of improving the quality of the program. Firstly, kaiping stations ne

ed to use localization,cost leadership, and imitate and differentiation strategy, and strengthen the

media's social responsibility consciousness. Then it should improve the quality of the radio station

personnel and establish the radio program evaluation mechanism safeguards. At last, it should do t

he innovation of program operation mode.

Keywords: Radio program design; Production process; Operations research