Research On The Brand Building Of Urban Traffic Broadcasting In The Media Era

The advent of media convergence has changed the traditional media ecology,stimulated the development of a series of new media,and also brought challenges to the development of traditional media.As one of the traditional media,radio has also begun to seek its own development strategy,striving to build a core brand image in the media environment of fierce competition to win a place.China's broadcasting industry has been in a state of slow development since its establishment.The overall development scale,brand image building,brand building concept and development strategy of operation and management of the broadcasting industry are relatively backward.However,under the pressure of the media age,traffic broadcasting has broken through the siege and developed rapidly.As the leading frequency in the broadcasting industry,traffic broadcasting has established a distinctive brand image for the development of the broadcasting industry.Looking back at the 19 th CPC national congress over the years,it can be seen that traffic radio,as the mouthpiece of the party and the government,plays an extremely important role in the release of road condition information,and the audience rate of major traffic radio stations will obviously increase during national conferences at all levels.The concept of urban traffic broadcasting has been mentioned and studied by more and more scholars.This paper takes urban traffic broadcasting as the research object,analyzes the current situation of urban traffic broadcasting development and the problems of brand construction development,puts forward Suggestions for the innovative development of traffic broadcasting brand construction,and provides reference for other urban traffic broadcasting brand construction in the future.