| This thesis takes the branding of Mongolian-language audio on Inner Mongolia Radio and Television as an object of study.Inner Mongolia Radio and Television Station Mongolian Radio is an autonomous region-level Mongolian language radio station that combines news,social education,literature,and many other contents.It is a broadcasting media that uses the Mongolian language for news propaganda in Inner Mongolia Autonomous Region and the eight provinces and regions where Mongolians live.This paper analyzes the Inner Mongolia Radio and Television Station operated by two Mongolian-language broadcasting frequencies,namely the comprehensive Mongolian-language broadcasting frequency and the "Voice of Grassland" external broadcasting frequency.With the rapid development of the social economy,the development of emerging media has become an important competitor of traditional media,and brand building has gradually become an important strategy for the development of traditional media.The article consists of a three-part: introduction,body,and conclusion.The beginning part clarifies the content of the study,the significance of the study,the current status of domestic and international research,and the research methodology;the major part of the text consists of three chapters.The first chapter elaborates the theories of branding and media branding,which is the theoretical basic of this paper;the second chapter gives an overview of Inner Mongolia Radio and Television’s Mongolian language broadcasting and the brand programs it can represent,analyzes the external and internal environment it faces using PEST and SWOT analysis,summarizes its existing threats and opportunities as well as its shortcomings and strengths,and introduces CIS to analyze the brand building of Mongolian language broadcasting.The third chapter proposes the importance of brand building for Mongolian-language radio and suggests suggestions for optimizing brand management concerning the dilemma it faces. |
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