The Disadvantages And Breakthrough Of Brand Strategy For Radio Broadcasting Management From The Example Of Traffic Radio Station

This paper first indicates the general situation and the curving development of radio broadcasting industry, gives a brief statement on traffic radio station phenomenon and brand strategy, especially on radio brand strategy, and analyses the surviving environment of traffic radio station inside of China by means of SWOT. As for the aspect of traffic radio brand strategy operation situation conclusion, the essay putts the research emphasis on the successful experience from Beijing Traffic Radio Station, Voice from Zhejiang Traffic Radio Station, Hunan Radio Traffic Radio Station and so on. The paper also underlies that some no ignorable shorts existing in the radio brand strategy management in China, and at the same time, some difficulties are laying ahead. Hence, in order to solving these problems, measures like core listeners oriented differentiate brand positioning, human care focused characteristics shaping, constructing interact cycle brand marketing system, building advertise marketing strategy data and improve radio scale to realize the multi-filed expanding, etc can be adopted. Last but not least, based on the in-depth field research, the author has a perspective on the media cross growing process of the Voice of Qing Shan Lake Radio Station by means of operating its brand strategy. In general, this paper concludes several feasible measures which the radio media can use to breakthrough the existing difficulties by brand strategies, and provides a strong reality pertinent thinking on it.