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中国的广播已经进入激烈的市场竞争时期。 竞争是中国广播发展的必由之路,在市场化日趋成熟的传媒管理中,竞争的核心是品牌的培植。没有品牌,没有对品牌的科学管理,没有在品牌的管理中形成持续性的体系,就不可能具有真正意义上的竞争能力,也就不可能在竞争中获取最大的利益。 广播品牌的标识是电台实力的综合 “打造品牌”是广播人共同追求的目标。从大的方面,品牌可以是一个电台、一个频率;从
China’s broadcast has entered a period of intense market competition. Competition is the only way for the development of radio in China. In the increasingly mature media management of marketization, the core of competition is the cultivation of brand. No brand, no brand of scientific management, brand management in the formation of a continuous system, it is impossible to have a real sense of competitiveness, it is impossible to obtain the maximum benefit in the competition. Broadcasting brand identity is the strength of radio integrated “build brand” is the common pursuit of the goal of the broadcasters. From a large aspect, the brand can be a radio, a frequency; from