黑龙江地区交通广播的品牌战略研究
发布时间：2019-05-24 11:45
【摘要】： 中国城市化进程的加速、汽车时代的到来、交通事业的发展,给交通广播带来了难得机遇。交通广播的兴起,扭转了之前广播市场继续下滑的窘况,使广播变得“相对强势”。随着媒体竞争的日趋激烈,媒介新技术的应用,交通广播在发展到一定阶段后遭遇“困境”,影响其持续发展。在媒体纷争时代,在同质化竞争时代,品牌战略的实施将使交通广播实现经济效益和社会效应得稳步增长。 黑龙江地区的交通广播品牌战略建设过程中存在着诸如品牌定位模糊；广告经营模式僵化；交通信息的专有性和权威性动摇；采编播人员专业素质不高,交通广播网站不能完全发挥对交通广播的服务性作用等一系列问题,针对上述问题,论文全面剖析其成因并结合对黑龙江省内交通广播发展环境的SWOT分析结论,提出黑龙江交通广播品牌战略的制定与实施路径：采取以核心受众为本的差异化品牌定位；强化品牌市场化经营模式；实施品牌建设和产业化拓展；体现人文关怀的品牌个性及品质创造；实现多领域延伸的品牌战略构筑循环互动的品牌营销体系、建立数据化为基础的广告营销策略以及改善交通广播规模实现多领域延伸等针对性的措施。
[Abstract]:The acceleration of urbanization in China, the arrival of the automobile era and the development of transportation bring rare opportunities to traffic broadcasting. The rise of traffic broadcasting has reversed the dilemma that the broadcasting market has continued to decline, making broadcasting "relatively strong." With the increasingly fierce competition in the media and the application of new media technology, traffic broadcasting encounters "difficulties" after its development to a certain stage, which affects its sustainable development. In the era of media disputes and homogeneous competition, the implementation of brand strategy will make the economic benefits and social effects of traffic broadcasting grow steadily. In the process of brand strategy construction of traffic broadcasting in Heilongjiang Province, there are some problems, such as vague brand positioning, rigid advertising management model, the ownership and authority of traffic information, and the uncertainty of traffic information. A series of problems, such as the low professional quality of the collecting, editing and broadcasting personnel and the inability of the traffic broadcasting website to give full play to the service role of the traffic broadcasting, are aimed at the above problems. This paper comprehensively analyzes its causes and combined with the conclusion of SWOT analysis on the development environment of traffic broadcasting in Heilongjiang Province, puts forward the formulation and implementation path of Heilongjiang traffic broadcasting brand strategy: adopt the differentiated brand positioning based on the core audience; Strengthen the brand marketization management mode, carry out brand construction and industrialization expansion, embody the brand personality and quality creation of humanistic care; To realize the brand strategy of multi-domain extension, to construct a circular and interactive brand marketing system, to establish a data-based advertising marketing strategy and to improve the scale of traffic broadcasting to achieve multi-domain extension and other targeted measures.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G229.27-F
本文编号：2484833
[Abstract]:The acceleration of urbanization in China, the arrival of the automobile era and the development of transportation bring rare opportunities to traffic broadcasting. The rise of traffic broadcasting has reversed the dilemma that the broadcasting market has continued to decline, making broadcasting "relatively strong." With the increasingly fierce competition in the media and the application of new media technology, traffic broadcasting encounters "difficulties" after its development to a certain stage, which affects its sustainable development. In the era of media disputes and homogeneous competition, the implementation of brand strategy will make the economic benefits and social effects of traffic broadcasting grow steadily. In the process of brand strategy construction of traffic broadcasting in Heilongjiang Province, there are some problems, such as vague brand positioning, rigid advertising management model, the ownership and authority of traffic information, and the uncertainty of traffic information. A series of problems, such as the low professional quality of the collecting, editing and broadcasting personnel and the inability of the traffic broadcasting website to give full play to the service role of the traffic broadcasting, are aimed at the above problems. This paper comprehensively analyzes its causes and combined with the conclusion of SWOT analysis on the development environment of traffic broadcasting in Heilongjiang Province, puts forward the formulation and implementation path of Heilongjiang traffic broadcasting brand strategy: adopt the differentiated brand positioning based on the core audience; Strengthen the brand marketization management mode, carry out brand construction and industrialization expansion, embody the brand personality and quality creation of humanistic care; To realize the brand strategy of multi-domain extension, to construct a circular and interactive brand marketing system, to establish a data-based advertising marketing strategy and to improve the scale of traffic broadcasting to achieve multi-domain extension and other targeted measures.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G229.27-F
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