Research On Branded Operation Of Urban TV Stations Under The Background Of Media

With the emergence of new media such as networks and mobile media,the pace of media integration has increased further,the new media ecological landscape is constantly evolving.In such fierce competition,traditional broadcast and television media face enormous challenges,especially local radio and television stations.It is more constrained in terms of policy,economy and technology.Local radio and television station wants to seek breakthrough in the media integration environment,brand building is the only way.This article takes the Harbin Radio and Television Station as a case study,by studying its brand management initiatives,analyze its innovation and problems in brand building,provide reference and operational suggestions for brand operation o f other city TV stations.The main structure of this article is divided into five parts.The first part is introduction;The second part mainly introduces the impact of the financial background on urban TV stations,and analyze the necessity of brand management in this context;The third part is the case description,introduces the survival and development of Harbin Radio and TV Station and its competitive environment;The fourth part is case analysis,mainly analyze the brand management strategy of Harbin Radio and TV Station;The fifth section proposes strategies and recommendations for how urban TV stations manage their brands in the context of financing.