Dissertation
Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Countries around the world on Broadcasting and Television > China > Local radio and television career

Heilongjiang Traffic Radio Study of Brand Strategy

Author DuShuang
Tutor KangWei
School Harbin Engineering University
Course Business Administration
Keywords Traffic Radio Brand Strategy Environmental analysis
CLC G229.27-F
Type Master's thesis
Year 2009
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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 .

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