Capital Life Radio, Marketing Strategy Adjustment

With the development of modern science and technology, the competition within the media industry is fierce. With the heavy strike from TV, network etc, how to survive in difficult situation is the problem we broadcast operator must think about deeply. Under such circumstances, the broadcast began to subdivide, from synthetical ones in the whole country to every distinctive one. The Capital Life Radio arose at the historic moment.Capital Life Radio(CLR) comes from Beijing Education Radio. Having broken away from the difficult situation of poor managing and facing the constantly changed circumstance, the situation of CLR is still austere. We don't have any advantage both in the resources and the circumstance. With the multiple pressure of compete from other broadcasting station and RBC(Radio Beijing Corporation) interior, how to change inferior position is the important problem we need solve at present.With the trend of medium getting into industrialization, whether or not can become a brand is the important standard of judging a medium organization succeeds or not. If want to be a famous brand , we must know the marketing and selling tactics essential. In the text, I will tell the developing course of CLR and summarize experience from its history, And then I will analyze the market environment present deeply and find out the crux of the problem. After studying the audience behavior, we will carry out a series of program of rearrange the program content , frequency image , public relation tactics , advertisement tactics etc with the guide of marketing and sales theory.I have worked here for over ten years and participated in several significant renovation. I know much about the developing course of this frequency. In the course of study, I have interviewed a large numbers of experts and the staff members of radio station. So I have got large amount of true data in process. Hope that CLR can become eminent from every special frequency and be the high grade brand that is fond of by audience.