Research On Brand Communication Of CRI's FM98 Dosti Channel

With the improvement of overall national strength,the relationship between China and the world is experiencing an unprecedented historical change.But behind the powerful national strength,there is an unmatched international communication capability.A powerful international media is the fundamental guarantee and urgent need that our country can tell her own story,making her own sound,express her own ideas in public opinion media worldwide.In the modern world,market competition is incandescent,and branding has become the trend,and none of the industry is excepted.Those who own brands,who have a competitive advantage.At present,although our country has devoted a great amount of resources in capability of international communication,the result of input and output is far behind expectation.One of those important reasons would be the deficient brand communication power of international media.Since October 2012,the FM98 Dosti Channel has been communicating to Pakistan through the way of FM broadcasting.Before,it was CRI-Urdu Broadcast that had50-year history of communication to Pakistan.Now,FM98 Dosti Channel has become the main brand of China Radio International,which is called China Media Group now,in the process of communicating to Pakistan in Urdu.This paper studies on the International media FM-98 Dosti Channel,identifies the existing problems and reasons by analyzing brand disseminating status of this channel,and formulates a communication strategy in accordance with Integrated Marketing Communication,to help FM98 Dosti Channel improve brand equity and establish a strong brand.This paper firstly presents the background,significance and the methods of this study.After summarizing current research status,relevant concepts and basic theories,it analyzes the status and problems of FM98 Dosti Channel's brand communication,introduces the brand communication strategy that FM-98 Dosti Channel is performing and its result.And understands the current situation of communication of the channel's popularity,awareness,loyalty,reputation,etc.through questionnaire.On this basis,through identifying the audiences of this channel,setting a communicating goal,designing communicating information,and selecting communicating strategy group,etc.and against the analysis,this paper draws the existing problems that the brand communication of this channel has,and proposes relevant integrated marketing communication solutions.Through this research,it is expected to effectively solve the existing problems that FM98 Dosti Channel in brand communication,build a strong brand to communicate with Pakistan,help the improvement of international communication capability and effect,meanwhile,provide a reference for brand communications of other Chinese international communication medias.This article contains 26 figures,6 tables,and 37 references.