广电媒体电商营利路径探析——以安徽908交通广播为例

Exploring the E-Commerce Profit Path of Radio and Television Media—Taking Anhui 908 Traffic Radio as an Example

摘要: 在数字媒介全面崛起与媒介融合深度推进的背景下，传统广电媒体正面临营收结构单一、受众流失严重、政策依赖加剧等多重困境。本文聚焦安徽908交通广播这一省级广电典型样本，系统梳理其“广播基因 + 电商逻辑”融合转型的实践路径。研究发现，908交通广播通过主持人IP塑造、场景式内容运营、短视频与直播电商协同发力，初步构建起“内容–服务–消费”闭环，并探索出一条具有本地化特色的电商营利新路。文章将分析传统广电“自我造血”模式的内在逻辑，识别转型过程中的结构性制约与技术瓶颈，提出“固本兴业”的优化路径建议，旨在为地方广电媒体突破经营困局、重塑市场活力提供具有现实操作性与理论价值的路径参考。

Abstract: Under the background of the full rise of digital media and the deep promotion of media integration, traditional radio and television media are facing multiple dilemmas, such as single revenue structure, serious loss of audience, and intensified policy dependence. This paper focuses on Anhui 908 Traffic Radio, a typical sample of provincial radio and television, and systematically analyzes its practical path of integration and transformation of “broadcasting gene + e-commerce logic”. The study finds that 908 Traffic Radio has initially constructed a closed loop of “content-service-consumption” through the IP shaping of hosts, scene-based content operation, and the synergistic efforts of short videos and e-commerce live streaming, and explored a new way of e-commerce profitability with localized characteristics. The article will analyze the internal logic of the traditional broadcasting “self-blood-supporting” mode, identify the structural constraints and technical bottlenecks in the transformation process, and put forward the optimization path of “solid foundation and prosperous industry”, with the aim of providing practical and theoretical value for the local broadcasting media to break through the operational predicament and reshape the market vitality. It aims to provide a practical and theoretical reference for local broadcast media to break through the operational difficulties and reshape the vitality of the market.