信息技术的发展和“三网融合”的推进,使广播的生存环境发生了巨大的变化。本文对中国广播下一步的转型进行了探讨,认为:未来广播的发展势必在“三网融合”这一情境下展开,并由此派生出一系列的广播新理念、新模式、新产品、新形态、新内容以及全新的营销策略;中国广播如果不借“三网融合”的契机,改变既有生产与商业模式,将很难在未来竞争中占有一席之地。 The development of information technology and the promotion of “triple play” have brought about tremendous changes in the living environment of broadcasting. This article explores the next step in the transformation of China’s broadcasting and holds the view that the future development of radio is bound to unfold under the circumstance of “triple play” and derive a series of new concepts, new models and new products for broadcasting New forms, new content and new marketing strategies. If China Radio does not take the opportunity of “triple play” and changes existing production and business models, it will be very hard for China Radio to have a place in the future competition.