面临日益激烈的竞争压力，广播的生存关键在于争取更多的受众，市场占有率是广播的一个重要指标，因此，广播界越来越重视节目的传播效果，受众研究已成为电台发展的一个重要课题。一、受众研究对节目的影响1、受众研究对节目定位有决定性的影响。电台和节目的定位是电台争取受 Faced with increasingly competitive pressure, the key to the survival of radio is to win more audiences. Market share is an important indicator of broadcasting. Therefore, the broadcasting industry has paid more and more attention to the dissemination of programs and audience studies have become an important issue for the development of radio stations Question. First, the audience research on the impact of the program 1, audience research on the positioning of the program has a decisive impact. The positioning of radio stations and programs is for the radio to win