Strategy Of Branded Music Radio Station

In today’s society, with the development of social economy and the rise of multimediatechnology, television, the Internet increasingly popular, the audiences information channel ismore and more, they are no longer satisfied with simple information listed, audience aestheticlevel is obviously improved. Before the media dominant discourse, all-powerful radio timesgone forever, the survival of traditional radio has become increasingly difficult. But in the newmedia emerge in endlessly, radio situation increasingly marginalized today, a revolution hasalready been quietly. Modern marketing STP marketing strategy widely introduced media,causes the media to spread as the center to transfer for the center with the audience. Marked bythe appearance of typed radio stations from "broadcast" to "narrow", it’s almost becomecommon development trend of world service business. Radio and other media in the revolutionof competition with each other, mutual cooperation, mutual promotion and development.Since the1990s, professional broadcasting began, broadcasting industry is filled with"traffic radio","music radio" and "story radio" and other words, the audience can easily neededinformation accurately. But is accompanied by specialized radio broadcast of homogeneityphenomenon. Listed for music radio, traditional songs, the background, introduced the titlesong, simple lyrical series has been inundated by revolution. In order to meet the aestheticneeds of audience is higher, music radio and began to "segment" of the audience, adhering tothe "more finely divided into, the more the audience can find you" principle, in the pursuit of"heterogeneity", avoid "homogeneity" at the same time, for different types and styles of music,producing a variety of music radio frequency localization.In this context, all kinds of music, radio broadcast and music selection in the competitionfierce competition for the limited market share. Therefore, how to impregnable persistentbecame the music radio strives for the survival and promote the development of a compulsorysubject. Brand awareness is gradually germination under such pressure of competition. Create amusic radio brand to help it stand out in the fierce competition. So the brand has become thestations to improve core competitiveness, grab market. Only in classify preemption under themedia environment of the target audience, advertisers, advertising can be attained. Professionalmusic for shandong local radio broadcasting started relatively late. Influenced by traditional culture, the media environment is relatively conservative. In China, Beijing, Shanghai,guangzhou, nanjing and other cities to take the lead in holding the pace of the specialized radio.Shandong music radio frequency, by contrast, in the national competition pressure isconsiderable. From the emergence of typifications radio station began to talk of, this paperemphatically introduces the brand construction of the importance and necessity of a music radiostation, based on the analysis of music radio stations in the province such as Music887, CITYFM,936private car radio brand strategy at the same time, the brand building for the future ofmusic radio stations in the province put forward relative advice.In short, radio in the intense media competition not only won’t die, will blossom differentluster. Through the brand strategy construction excellent music radio, active, harmoniousculture of the media environment, and social harmony have very big effect.