A Study On Brand Development Strategy Of Broadcasting Media

In the new century, world-shaking changes have occurred in the fields of political, economic and cultural. Driving by high technology, market economy, policies and regulations, globalization and social forces, the development of all walks of life face fierce competition and challenges. Synchronizing with reform, News media in China whose task is showing the achievements of our country has been accelerated the pace of reform and innovation. Media industry has come to the age of prosperity. Our radio and television media whose social and industrial properties have improved have been a part of market economy and integrated into the field of consumption more deeply. Broadcasting, the traditional media, is compliance with the age and social needs. It makes full use of its advantages and absorbs new technology actively. Owing to the strategy of innovating content and means of communication, its advertising business is developing rapidly and the competition of external and internal is becoming more fiercely. In this special background, broadcasting media began to emphasize on researching its own developing pattern and characteristics. Brand strategy which is appreciated by enterprises has been gradually introduced into the broadcasting business.What brand building and marketing to broadcasting media is what product brand to enterprises. Owning brand means the realization of social and economic benefits and the success of market. It also relates to shaping the social image of broadcasting media and the implementation of industrialization. Brand has been the strong weapon and effective measures to help broadcasting media conquer the market.This passage uses theories of communication in radio and television, electronic media management, marketing and media economic for reference to study the brand building strategy of broadcasting media. The meaning of this passage lies in proposing the importance and great value of brand building, investigating the feature and measure of brand building and putting forward the strategies and patterns. What's more, this article also explores the experiences of successful brand channels and programs with case study way.This article is divided into six chapters. The first chapter is a brief introduction about background, meaning and the path of this research. The second chapter is a wrap-up about related theories. Chapter three of this article scans the development process and competition environment of our broadcasting media from different angles and dimensions. Chapter four is focused on the study of brand building and proposes the connotation, feature and building measure of broadcasting media brand. The fifth chapter explores the strategy of brand promotion. Last part is case research. Firstly, this part introduces the basic approach in brand building process of Shandong people's broadcasting station and literary channel. Secondly, summing up the successful experiences of"Sing happily"and analysis tactics and means of brand building. This is very helpful to investigate the laws and regulations in brand building. In the end, some concluding remarks are simply made as the finishing words.