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Abstract

In June 1992, the CPC Central Committee, the State Council clearly pointed out in the decision to accelerate the development of the tertiary industry, radio and television belong to the tertiary industry. Into the 21st century, represented by a group of professional Taiwan to Beijing People's Radio Traffic Channel, the series sets, becoming a 亮丽风景线 in the broadcast television industry landscape. After 2003, the broadcast industry has been apparent overall change. 2003 is the broadcast industry development years prescribed by the State Administration of Radio Film and Television Administration. Partial breakthrough \However, on the other hand, the competitive situation faced by the radio station is also very grim. On the one hand, the traditional strength of the media, such as newspapers and TV market share continues to expand, new media such as the Internet, mobile phones, etc. are also to gobble up the living space of the traditional broadcast. Broadcast channel in the broadcast industry, on the other hand, more and more broadcast content and form are very close to the low degree of product differentiation. Relative lack of competitiveness of the broadcasting channels. The paper through the analysis of the competitive environment of the radio channels, and pointed out the problems faced by the Radio channels targeted Radio channel brand development strategy, and innovative discussed at the operational level. This is Radio channel brand strategy, not only in the general sense of the image strategy. More important is that the creation of the channel brand quality. This paper is divided into eight parts. The first part is the introduction, discusses the paper background and significance, innovation, research the organizational structure of the basic ideas and papers; second part is a summary of the theory, mainly related discussion about brand, brand strategy; The third part discusses the broadcast the channels facing environmental analysis In this section, a detailed analysis of the crisis and opportunities facing the outside of the broadcast channels; fourth part discusses the broadcast industry internal strengths, weaknesses - two part of it is to find a viable development strategy for broadcast channels the foundation; the fifth part elaborated broadcast channel brand strategy for the broadcast channels of their own development and to respond to the challenges of the external environment, adapt to the external environment, opportunities, Yang own advantages, grams disadvantage necessity; Part VI specifically addressed channel brand strategy implementation methods and procedures; Part VII specific brand more successful implementation of the strategy in the broadcast media Shandong broadcast traffic vivid case of The Sound of Music; Part VIII Conclusion. In today's society, information society, but also all kinds of new life and traditional media era of fierce competition; 21st century, it is the big stage of the competition in the various media at home and abroad, in such a context of the times, the broadcast survive development path how to walk, use channel brand strategy to enhance the competitiveness of channels. This is the significance of this thesis lies.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Countries around the world on Broadcasting and Television > China
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Radio Channel Brand Strategy

Abstract

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