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现在我国几乎每个中等以上的城市,都至少有三家电台,而省会城市多达七八家甚至十几家。如何吸引听众的耳朵?又如何留住听众?在现代激烈的广播市场竞争中,回答这个问题也许只有两个字:品牌。 名牌是产品经过全方位的品牌营销才达到的境界。品牌营销的核心是以消费者为中心所进行的一系列营销行为,而品牌营销的成效,也是要以消费者对该品牌的认识、理解、熟悉、记忆和较高的评价为衡量的尺度。引用到广播频道的品牌营销,也就是围绕听众办节目、推销节目,以使听众成为频道的忠诚消费者。
At present there are at least three radio stations in almost every medium-sized city in our country, with as many as 78 or even a dozen of the capital cities. How to attract the audience’s ears? How to keep the audience? In the modern fierce competition in the radio market, answer this question may be only two words: the brand. Brand is the product after a full range of brand marketing reached the state. The core of brand marketing is a series of marketing activities centered on consumers. The effectiveness of brand marketing is also measured by consumers’ understanding, understanding, memory and high evaluation of the brand. Brand marketing, which refers to broadcast channels, is to organize programs around listeners and promote programs to make listeners a channel of loyal consumers.