Study On The Brand Strategy Of City Traffic Radio

China traffic radio was born in the Chinese society in the early 1990s, traffic radio in China's development is inseparable from China's social environment. Sustained economic growth, urbanization process accelerated, the advent of automobile era, the development of transportation area, bring traffic radio to a rare opportunity. Traffic Radio booming in recent years achieves remarkable economic and social benefits, becomes one of China's media market landscape. Traffic radio is a very specialized type of broadcasting relied on region, especially the city traffic radio, a lot of homogenization of vicious competition will damage to the healthy development of traffic radio and the efficient use of resources. At the same time, with the continuous development of China's society and evolution, traffic radio is increasingly full of risk in its future development over a single target audience's structural changes and profitability patterns. It would become useful and necessary to explore useful path as to traffic radio problems in the course of development. If the city traffic radio media organization wants to survive in the keen competition, it must to spare no effort to mould its own brand., though implementing brand strategy and molding the unique channel image make audience find out about the characteristic of channel, recognize its original channel characteristic only by listening programs.This paper contains six parts. The article firstly introduced the domestic and foreign research on the radio media, points out the significance, the research goal, the related theory, and the innovation in this thesis; the second chapter is the theoretical basis for this article, mainly has studied the brand strategy theory and the CIS theory, introduced the enterprise strategy analysis tool. The third part is the implementation of using the brand strategy, through its development of the problems that its development of brand strategy is a natural choice; The fourth part is the city traffic radio's brand strategy. The paper discussed the concept, the specificity and content of brands, pointed out the problem, challenge, advantage and disadvantage of city traffic radio facing by SWOT, which is also foundation for building up the feasible strategy for the development of the city traffic radio; stressed that through locating the audiences and the program, making high-quality program, introducing CIS system, and organizing the social events to conduct a unique brand. In routine work, managers must pay attention to maintain the brand, finally carried on the talented person and the fund safeguard. Chapter five took the Zhuzhou transportation radio's successful implementation of brand strategy as the model, and thoroughly inspected its development course, basic experience and significance of reference. From the case of Zhuzhou Traffic radio the author explored its inspiration and significance, proposed some suggestion to the city traffic radio in its future development.