广播媒体品牌策略研究——基于湖南交通频道成功个案的实证研究

湖南大学硕士学位论文广播媒体品牌策略研究——基于湖南交通频道成功个案的实证研究姓名：张东风申请学位级别：硕士专业：工商管理指导教师：赖明勇20060418IIIIIAbstractUndertheconditionsofasocialistmarketeconomy,theradionotonlyisthemouthpieceofthepartyandthegovernment,butalsobelongstotheinformationindustry.Inthefaceofincreasinglyintensecompetitionamongthemedia,lookingatthedevelopmentofbroadcastingfromtheperspectiveofindustrybusiness,inrelativesurpluscompetitioninthemedia,togrowinsizeandstrength,thebroadcastmediamustfollowtheroadofsustainabledevelopmentandbrandmanagement.Onthebasisofresearchingonthepresentsituationandanalyzingtheproblemsofbroadcastmanagementinourcountry,whichmainlyinclude:functionsofenterprisesandgovernmentisnotseparated,excessivelevels;inactivemechanism,lowerstaffmotivation,andenterpriseslackofvitality.Basedonthosediscussionthepaperproposedbroadcastbrandstrategy.Thepaperfirstdiscussedtheoreticallyabouttheconceptandcontentofbrands,thespecificityofmediabrandandideasaboutbrandmanagement,thenfollowedonthestrategiesofmediabrandsoperatingfromthreespecificaspectsincludingthebrandbuildingandmanagementinnovationandmaintenance,strategicmanagementandfinallywiththerevelantanalysisofradiocorecompetitivenesspromptedhowtomakeabroadcastingbrand.Atthesametime,thepaperconductedpositivismresearchwhichtooktheHunanTransportationChannel’ssuccessfulimplementationofbrandstrategyasthemodel,andthoroughlyinspecteditsdevelopmentcourse,basicexperienceandsignificanceofreference.FromthecaseofHunanTrafficchanneltheauthorexploreditsinspirationandsignificance.Then,thearticlemadeanumberofcountermeasuresonradiobrandsoperatingtoraisethelevelofbrandandpromotethesustainabledevelopmentofthebroadcastingindustry.Thosecountermeasuresinclude:changingconceptstofostermarketawarenessandbrandideas;adaptingthetrendandjudgingaccuratelytopositioncorrectlyinthebroadcastingmarket;theestablishmentofbrandcorevalues;operatingbrands,playingbrandeffect,extendingbrandvalue;innovatingcorporateculture,managementmechanismandmodeofoperation.KeyWords:broadcastmanagement;theHunanTransportationChannel;brandstrategy;theoryandpositivism;problemsandsuggestionsVI119922004.....................................................52..........................................................................32I12-1-11.180[1][2]2080901.[J].199862.[J].20044-2-WTOCIRJoyFMEasyFM[3]1.219203.[J].20036-3-99%19702002136852131930193520023031882404392.93%57200320036500031.731.451.3-4-1.4-5-22.12.1.119926119991/10212001100020023031882404392.93%571420200120.34%2.3%3.5%8%4.5%200219.80%[4]119922004199211265942.8%73.6%2004306198361.9%93.56%1992-2004200320034.[J].20038-6-200320042004200320046.369.1%83.2%93.56%12.02306198340.9%200482004520046350EasyFMHitFM2.1.212004-7-20042.52200415200432004Music42004200491125-8-2003752412004962004()24-9-161800720041081010%-20%881042.2.3117[5]ChinaYoung-10-21202060%20208108822080%20%2055.[J].20037-11-25%16%1/320200190%69%220603%1.3210%20504204019%312015-12-IP(NGN)620029199623G3GPDAPersonalDigitalAssistantPDA32004iMoviePodcast-13-iPodderMP320052.2WTO2.2.1;:()-14-[6]2.2.22.2.330%2.2.46.[J].20014-15-2.2.5202.2.650%-16-30%-17-33.13.1.12004100896.4GDP3.1.21-18-2121212[7]7.[J].20023-19-341“”“VOLVO”-20-“”“”“VOLVO”“”“”“”“”2“”“”“”“”“”“”3IBMPC“”IT“”“”“”“”“”“”“”“”3.2WTO-21-3.2.11233.2.2-22-[8]3.2.3112348.[J].20023-23-21562123-24-312-25-321100100-26-4419991020003-27-3.33.3.1[9]1/33.3.219.[J].20023-28-21341-29-3[10]10.[M].:2004-30-4-31-484.188199712819981999200092.6%82820011160200224315175020032003-32-310020042004420020051.41288122643.62%16.8390.1%67.6222000200120022003200482811601750310042008444BBCBBCBBC8088+-33-8882005282001520053000510200311241350188-34-4.2860[11]V70CI82005122611.[M].:2004156-35-602001520019200220036601131104.3199712-36-[12]4.3.1?25551.24.3.212.[M].:2004157-37-4.3.34.3.498logo-38-4.3.5-39-1/10-40-55.160[13]13.[J].20034-41-5.2[14]14.[J].20034-42-5.3-43-[15]CIRJoyFMEasyFM15.[J].200310-44-[16]5.45.4.116.[J].200310-45-5.4.21993--20035.4.3-46-:-47-5.55.5.1()144002003-48-5.5.25.5.3-49-[17]101CD17.[J].20039-50--51--52-[1]..,2004,4[2]..:,2000[3]...:,2000[4]..,2001,5[5]..,2001,2[6],..:,2002[7]..:,2003[8]..,1998,6[9]..:,2001[10]..,2003,6[11]..,2003,4[12]..:,2001[13]..,2005,1[14]...2002,3[15]..,2004,4[16],.,[17],.,[18]..:,2004[19]..:,1997[20]..:,2003[21]..:,1997[22]..:,1996[23]..:,2001[24].[J].,2003,4[25].,,,.,2003,1[26].[J].,2003,10[27].,.,2003,11[28]..:,2002-53-[29]..,2003,8[30].,.,2003,9[31]..,2001,4[32]..,1989,3[33]..,2003,7[34]..,2003,7[35]..,2003,12[36]..,2003,9[37]..:,1990[38]..:,1994[39]..:,1997[40]..:,2000[41]..:,1999[42]..:,1999[43].(2004).:,2005[44]..:,1997[45]..:,1990[46]..:,1999[47]..;,1999[48].[M].:,1996[49]..:,2002[50].:,1992[51]..:,1990[52]..:,1997[53]..:,1997[54]..:,1996[55]..:,1991[56]..:,1995[57]..:,1983[58]..:,2001[59]..:,1999[60]David,TheVisiblehand:Money,market,andmadiaevolution,JournalismMassCommunicationQuarterly,1998,4[61]OliverandOhlbaum,theEuropeanbroadcasting,InternationMadia,2002,3-54-[62]Billsberry,TheEffectiveManagersPerspectivesandIllustratations.London:SAGEPublications,1