老年广播品牌经营战略探析

发布时间：2018-07-05 04:01

本文选题：老年广播 + 品牌经营　；参考：《新闻研究导刊》2016年14期

【摘要】：在广播节目必须依靠品牌经营争霸天下的现实语境下,我国老年广播的生存版图不断被瓜分,从一定角度而言,其根本原因是老年广播品牌经营缺失,导致品牌定位单一、品牌形象模糊、品牌推广失衡等现象,致使本应具备个性化品牌特色的老年广播沦为千篇一律的大众品牌。如何认知当前老年广播在品牌经营方面的缺失,如何发展经营老年广播品牌,则是每一个老年广播节目管理者亟待解决的议题。
[Abstract]:In the realistic context in which radio programs must rely on brand management to dominate the world, the survival territory of our country's old-age broadcasting is constantly divided up. From a certain angle, the fundamental reason is the lack of brand management, which leads to a single brand positioning. Brand image is vague and brand promotion is out of balance, which makes the old broadcasting with individualized brand characteristics become the same mass brand. How to recognize the lack of brand management and how to develop and manage the brand is an urgent issue for every senior radio program manager.
【作者单位】：中国传媒大学新闻学院;
【基金】：2015年度国家新闻出版广电总局部级社科研究项目(项目号:GD1532)阶段性成果
【分类号】：G229.2

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