Chinese Folk Song List "brand Strategy Research

"Chinese Folk song Announcement" is the CHINA NATIONAL RADIO to the Taiwan broadcast center literary arts department manufacture public welfare music program.As the only folk song column of CHINA NATIONAL RADIO, the after second year in 2003 then to live the prize of China broadcast television "the top-notch column", in the short 6 years time, became one of influence brand columns."Chinese Folk song Announcement" is big folk song concept song announcement, both contains the original taste and flavor various national tradition folk song, and has manifests the new times style the new work, sings newly, this program makes every effort to leave behind the Chinese new folk song new century exploration the real signature, simultaneously also hoped can change in the people heart the inherent folk song concept, pours into newly for the folk song has the spirit of the age vigor, causes the populace to feel the folk song colorful charm.The author through in the "Chinese Folk song Announcement" of CHINA NATIONAL RADIO, obtains freshly and real practice experiences, simultaneously refers to reading massive books, brand dissemination, brand marketing, the column brand construction conducts the thorough research to "Chinese Folk song Announcement" which the theory and the practice unifies.In to the column research process , the author discovered that, at present about "Chinese Folk song Announcement" the column material, many for the column introduction and the column commentary, the present paper was precisely has filled to "Chinese Folk song Announcement" the column fundamental research achievement blank.The present paper take "Chinese Folk song Announcement" as the object of study, uses method which the history method, the market study method, the plan study method, the real diagnosis and the speculation unify, from the column evolution, the column characteristic, the brand strategy and the brand affects four aspects the column brand formation to conduct more thorough research to "Chinese Folk song Announcement", in which brand strategy this part is this paper key point, from the idea strategy, the mark strategy, drums up support the strategy three angles to carry on the multianalysis separately to the column to study and to obtain:" new, skillful, attention "the idea strategy;"passion, spirit, feature"the mark strategy ;and"high,large, broad"drums up support the strategy theory achievement.