The Evaluations And Suggestions Of Brand Strategy Of Radio Voice Of The WestLake "Hangzhou Style"

Radio Voice of the WestLake is an urban radio in Hangzhou established in 1992. It faces several its own problems up to now, for example, the quality of the programs falls, the brand image lacks vitality. Radios in Hangzhou is competing fiercely nowadays, in the meanwhile, Hangzhou urbanization is speeding up, which adds more opportunities and challenges to it. In April 2014, it proposed a new brand concept "Hangzhou Style", presenting the sound systems, program contents and brand activities with Hangzhou style in order to create the sense of community and belonging of Hangzhou to the audience, which attracted all people in Hangzhou, rebuilt brand and refreshed its image, enhanced the brand influence and market competitiveness, realizing the differentiation competition.Under the guidance of my tutor, I participated in "Hangzhou Style "brand related plans and discussions in early phase. In mid-term, I involved in radio-rating market research, every-week brand meeting and "WestLake Smile, Hangzhou Style" activity. I interviewed internal staff deeply in the late. I participated and witnessed the entire Radio Voice of the WestLake brand implement process in the full phases.This paper is about "Hangzhou Style " brand strategy of relevant summaries, illustrations, problems, evaluations and suggestions. Paper is divided into four parts. Part one introduces the total situation of "Hangzhou Style", including relative concepts explanations, sound recognition systems, program systems and brand activities. The second part analyses and demonstrates "Hangzhou Style" brand strategy, analysing the related backgrounds, theory basis and the significance and value. Part three is the overall assessment of Hangzhou Style from four perspectives:influence, sound system, program systems and deep interviews. The fourth part is about the suggestions to sound system, program systems and activities.