Heilongjiang Traffic Radio Study of Brand Strategy
|School||Harbin Engineering University|
|Keywords||Traffic Radio Brand Strategy Environmental analysis|
The acceleration of the urbanization process in China , the arrival of the automobile era , the development of transport , to transport broadcast brought rare opportunities . The rise of radio traffic , reversing the horrendously before broadcasting market continued to decline , broadcasting becomes \With the media increasingly fierce competition , the application of new media technologies , radio traffic developed to a certain stage experience \In the media disputes era , in the era of homogeneous competition , the implementation of brand strategy will make the traffic broadcast to achieve economic and social effects of steady growth . Heilongjiang Traffic Radio brand strategy building process there such as brand positioning fuzzy ; rigid advertising business model ; the traffic information proprietary and authoritative shaken ; editorial broadcast on Professional quality is not high , the radio traffic the site can not play on the radio traffic service role of a range of issues , address the problem , the paper is a comprehensive analysis of the causes and combined broadcast environment for the development of Heilongjiang province traffic SWOT analysis conclusions, Heilongjiang traffic Radio brand strategy formulation and implementation path : to take a core audience the differentiated brand positioning ; to strengthen brand of market-oriented business model ; expand the implementation of brand - building and industrialization ; brand personality and create a quality human care ; extend brand strategy to achieve multi-domain to build recycling interactive brand marketing system , the establishment of the data of based advertising and marketing strategy as well as multi-field extension targeted measures to improve traffic broadcast scale .