中国音频传媒发展研究报告（2021）
| 书 名： |
中国音频传媒发展研究报告（2021） |
| 英 文 名： |
REPORT ON THE DEVELOPMENT OF CHINA’S AUDIO MEDIA （2021）
|
| 作 者： |
申启武 牛存有 陈叶红 |
| I S B N： |
978-7-5201-8899-9 |
| 丛 书 名： |
传媒蓝皮书
订阅
|
| 关 键 词： |
音频技术 传播媒介 产业发展 |
| 出版日期： |
2021-09-01 |
中文摘要
《中国音频传媒发展研究报告（2021）》是由中科网联数据科技有限公司（CCData）与暨南大学新闻与传播学院联合编纂，汇聚了中国广播与音频传媒领域的专家、学者、业界精英的真知灼见，以及CCData融媒体专业研究团队的研究成果。本报告主要研究在新冠肺炎疫情影响下，中国音频传媒的发展和变化；探究在“宅生活”和“云经济”的新模式下，传统广播和移动音频乃至与网络新媒体的融合之变；探索在媒体融合全面加速，融合传播全面升级之下广播媒体内容破频、营销破壁、传播破圈的突围路径。
报告持续关注中国广播融合发展的最新动态和趋势，归纳总结广播媒体融合发展的经验和典型案例，分享和推介融合传播效果评价，探索媒体深度融合下广播媒体的全场景应用分析和价值量化，理性分析广播直播带货和MCN建设的现状和趋势，寻求中国广播融合转型的发展路径。同时，报告以中国音频传媒市场的中流砥柱——广播电台为核心，兼顾移动音频；以广播FM为重点，兼顾播客；涵盖了广播电台、移动电台、移动音乐、移动听书和语音直播音频传媒基本生态的五大板块。通过科学、客观、真实、翔实的第一手数据和实际案例，全场景呈现中国广播和音频传媒市场的发展和创新成果，为广播FM的融合升级进行客观回顾和总结。
2020年是一个特殊的年份，上半年受新冠肺炎疫情的影响，“宅”和“云”成了人们的基本生活样态，彻底改变了人们的生活习惯和生活方式，也同步改变了人们的资讯获取方式和媒体接触方式。后疫情时代，虽然人们的生活方式和触媒方式有所回归，但“云”方式依然延续着对人们的影响。疫情防控的常态化成为各行各业重新洗牌的催化剂，直达粉丝、直接转化、直接见销量成为广告主的要求，直播带货、红人经济、流量变现等成为营销市场的“宠儿”。面对营销市场的变化，中国广播纷纷转变经营思路和策略，积极探索活动营销、矩阵传播、广告营销与直播营销相结合，寻求突破的新方向与新动力。
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