The Problems Of Liaoning Traffic Radio’s Brand Building And Solutions Research

In recent years, the media competition pattern had changed, the new media’s strong incoming, which is based on network technology, made the radio, television, newspapers and other traditional medias’ development full of challenges and opportunities. Under the background of new media emerging, traditional media not only had to resist the invasion of new media, but also had to compete with other traditional media. In2012, Liaoshen broadcast television implemented the strategic integration. In this cultural system reform context, Liaoning traffic radio, as a continued leading radio frequency which had a good ratings and advertising revenues, faced with both pressure and power at the same time. Liaoning traffic radio must raise the brand building problem to the strategic level.This article firstly standing on the view of radio development environment reviewed the development process of the professional traffic radio frequency, pointed out the problems existed in the process of Liaoning traffic radio’s brand building, and analysis the problems in detail. And then, based on the full comprehension of brand building theories, according to the problems it faced, we proposed the brand building solutions, made sure the brand position, shaped a nice brand image, maintained the brand relationship, extended the brand extension, broadened the brand spread approach. At last, in this paper, we gave the safeguard measures to prompt the brand building smoothly.This research aimed to provide a set of superior brand building solution for Liaoning traffic radio, solve the problems it faced during the brand building process. The research on Liaoning traffic radio’s brand building, not only deepened the brand research, and also pointed the way to survive and develop in the future for Liaoning traffic radio.