Marketing Communication for Mobile Radio in Guangdong

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This article examines the transformation and development of traditional radio in the context of "Connected Vehicles" and "Smart Integration" in China. As the Chinese smart automobile industry continues to grow, traditional FM radio is losing its influence within the in-car environment. Concurrently, the usage habits of new media by individuals are extending into this space, with a preference for apps to access news and audio content. Consequently, the transformation of traditional radio into new media formats is becoming increasingly urgent. The study focuses on the YueTing app, an audio platform under Guangdong Radio and Television Station, which launched a version tailored for the "Connected Vehicles" era in November 2023 and is currently in its promotion and brand-building phase. This research explores the national and radio station policy orientations, user needs, and motivations to understand the demand for information and audio content in the in-car environment of the "Smart Era" and to propose effective market promotion strategies. The objectives of this research were to (1) examine the development of mobile radio in Guangdong, (2) investigate audience demands within the in-car setting, and (3) develop marketing communication strategies for the YueTing app. A mixed-methods approach was utilized, involving a survey of 400 YueTing app users, determined through Cochran’s (1953) sample size formula and convenient sampling, and qualitative research involving in-depth interviews with eight experts from Guangdong Radio in various positions. Key findings include: (1) The primary users of the YueTing app are aged 18-30, followed by those aged 31-45, with a preference for in-car audio products primarily for entertainment, and a desire for rich content; (2) Most users seek information about new audio products online, indicating that online publicity could effectively promote the YueTing app; (3) Users generally believe that the YueTing app meets their needs for news and traffic information, but they find the entertainment content insufficient. To align with the brand strategy of Guangdong Broadcasting Station and national guidelines, efforts should focus on enriching the app’s content.