FM971 Of Shenzhen Media Group

Taking the music frequencies of broadcasting stations of China as the object of study and taking the music frequency"FM 971"of Shenzhen Media Group as the case,this article analyzes the brand operation and frequency characteristics of FM 971 on systemic basis,and tells how FM 971 has obtained its development space by brand construction and self-innovation in the unique geographic conditions of Shenzhen and in the background of media development times.The success of FM 971 is based on the necessary factors that music broadcast becomes successful in today's media environment and is also based on its unique media features.With reference to the research achievements of other persons,this article summarizes relevant researches on music broadcast frequency,and offers some thought on development of music broadcast frequency under change of media environment and in accordance with local characteristics.Under guidance of the relevant theories of science of communication and media management,this article analyzes the development and progress of FM 971 in details in three aspects including brand orientation,media research and media management. This article considers that FM 971 has obtained good brand effect,has made bold innovation in use of its own resources and has provided an example for development of music broadcast of China.In ChapterⅠof this article,the research background,research method and research target are introduced,and literature relating to research on music broadcast is summarized.In ChapterⅡ,it introduces the development background of FM 971.The development background of FM 971 is under the macroscopic background of quick development of music frequencies of broadcasting stations in China and media competition in the 21^st Century,and also in the actual environment of Shenzhen Special Economic Zone's culture and broadcast media competition in Shenzhen.In such background,ChapterⅢintroduces the development history and current situation of FM 971,and analyzes the typical successful cases of FM in the past years.With the above analysis and introduction,ChapterⅣmakes detailed research on frequency characteristics of FM 971 and considers that continual innovation and accurate brand position is the major factor that FM 971 has been quickly accepted by the market just in several years.In ChapterⅤ,brand operation is discussed and analyzed in four aspects including brand positioning,brand creation,brand maintenance and brand extension.There is some proposal for the development of FM 971 in the future in ChapterⅥ.