The Brand Strategy Study On The Broadcast Of Hunan Transportation Channels

Under the conditions of a socialist market economy, the radio not only is the mouthpiece of the party and the government, but also belongs to the information industry. In the face of increasingly intense competition among the media, looking at the development of broadcasting from the perspective of industry business, in relative surplus competition in the media, to grow in size and strength, the broadcast media must follow the road of sustainable development and brand management.On the basis of researching on the present situation and analyzing the problems of broadcast management in our country, which mainly include: functions of enterprises and government is not separated, excessive levels; inactive mechanism, lower staff motivation, and enterprises lack of vitality. Based on those discussion the paper proposed broadcast brand strategy. The paper first discussed theoretically about the concept and content of brands, the specificity of media brand and ideas about brand management, then followed on the strategies of media brands operating from three specific aspects including the brand building and management, innovation and maintenance, strategic management, and finally with the revelant analysis of radio core competitiveness prompted how to make a broadcasting brand. At the same time, the paper conducted positivism research which took the Hunan Transportation Channel's successful implementation of brand strategy as the model, and thoroughly inspected its development course, basic experience and significance of reference. From the case of Hunan Traffic channel the author explored its inspiration and significance. Then, the article made a number of countermeasures on radio brands operating to raise the level of brand and promote the sustainable development of the broadcasting industry. Those countermeasures include: changing concepts to foster market awareness and brand ideas; adapting the trend and judging accurately to position correctly in the broadcasting market; the establishment of brand core values; operating brands, playing brand effect, extending brand value; innovating corporate culture, management mechanism and mode of operation.