Research On Brand Building Of Broadcast In New Time

Broadcasting is confronting the both hit of New Media and other Traditional Media in the pattern of media diversification. However,with scale o"fMoving Crowd"is larger and larger,the development opportunity of Broadcasting is catching our attention and is worth being researched.The thesis begins with the described situation of broadcasting brand building in China and takes Shen Zhen Radio Station as a typical case. It tries to give suggestions for building Chinese broadcasting brand through using theories of Communication,Brand and Marketing. In addition,the writer hopes that it can make important and valuable function for the branding of Chinese broadcasting station.The thesis is composed by four parts. The first part reviews the present theories about brand. The second part is about the situation of broadcasting brand building in China. The third part analyzes how Shen Zhen Radio Station builds its brand through applying marketing theory. The last part will give some valuable ideas for building Chinese broadcasting brand.