From The “Broadcast” To “Narrowcast”—The Research On Communication Strategies Of The Mobile “Light Radio”

With the high-speed development of mobile Internet, especially the advent of the era of 4G mobile terminal, as a major carrier of the audio, mobile radio has developed rapidly, complements each other with traditional radio to cover more listeners, and enrich more usage scenarios and interactive modes. Fractionizing of the items has already lead people step from“ broadcast” era into “narrowcast” era.In 2014, after a period of accumulation, mobile radio ushered in the development like a mighty storm. Including 30 types mobile radio softwares, such as Litchi FM, the Himalayan listening, narrow casting, have welcomed to a new era of mobile radio,---the new born of the “light radio”. However, when our mobile "light radio" ushered its boom in the audio market, meanwhile its shortcomings and defects have gradually been exposed. This paper will start with the dissemination of the contents, the modes of transmission, the market environment, the profit model of the mobile radio, to find out the problems and the development strategies under the UGC mode of mobile radio. Based on successful cases of the mobile “light radio”, this paper will provide some references for the future development of mobile radio.