【摘要】： 中國城市化進(jìn)程的加速、汽車時(shí)代的到來、交通事業(yè)的發(fā)展,給交通廣播帶來了難得機(jī)遇。交通廣播的興起,扭轉(zhuǎn)了之前廣播市場繼續(xù)下滑的窘?jīng)r,使廣播變得“相對(duì)強(qiáng)勢”。隨著媒體競爭的日趨激烈,媒介新技術(shù)的應(yīng)用,交通廣播在發(fā)展到一定階段后遭遇“困境”,影響其持續(xù)發(fā)展。在媒體紛爭時(shí)代,在同質(zhì)化競爭時(shí)代,品牌戰(zhàn)略的實(shí)施將使交通廣播實(shí)現(xiàn)經(jīng)濟(jì)效益和社會(huì)效應(yīng)得穩(wěn)步增長。 黑龍江地區(qū)的交通廣播品牌戰(zhàn)略建設(shè)過程中存在著諸如品牌定位模糊；廣告經(jīng)營模式僵化；交通信息的專有性和權(quán)威性動(dòng)搖；采編播人員專業(yè)素質(zhì)不高,交通廣播網(wǎng)站不能完全發(fā)揮對(duì)交通廣播的服務(wù)性作用等一系列問題,針對(duì)上述問題,論文全面剖析其成因并結(jié)合對(duì)黑龍江省內(nèi)交通廣播發(fā)展環(huán)境的SWOT分析結(jié)論,提出黑龍江交通廣播品牌戰(zhàn)略的制定與實(shí)施路徑：采取以核心受眾為本的差異化品牌定位；強(qiáng)化品牌市場化經(jīng)營模式；實(shí)施品牌建設(shè)和產(chǎn)業(yè)化拓展；體現(xiàn)人文關(guān)懷的品牌個(gè)性及品質(zhì)創(chuàng)造；實(shí)現(xiàn)多領(lǐng)域延伸的品牌戰(zhàn)略構(gòu)筑循環(huán)互動(dòng)的品牌營銷體系、建立數(shù)據(jù)化為基礎(chǔ)的廣告營銷策略以及改善交通廣播規(guī)模實(shí)現(xiàn)多領(lǐng)域延伸等針對(duì)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.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G229.27-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 霍黎敏;試析北京交通臺(tái)的成功之道[J];新聞采編;2005年03期

2 孫孔華,譚奮博;頻率專業(yè)化——廣播與時(shí)俱進(jìn)的必由之路[J];中國廣播電視學(xué)刊;2002年10期

3 董傳亮,郭華省,花軍輝;從交通廣播發(fā)展現(xiàn)狀看廣播整體運(yùn)作的必要性[J];中國廣播電視學(xué)刊;2002年10期

4 降鞏民;服務(wù)意識(shí)的體現(xiàn)是廣播專業(yè)化的本質(zhì)[J];中國廣播電視學(xué)刊;2003年02期

5 提文靜;論廣播頻率的品牌營銷[J];中國廣播電視學(xué)刊;2003年02期

6 周小普;對(duì)廣播電視專業(yè)頻道的認(rèn)識(shí)及節(jié)目設(shè)計(jì)方法——北京交通臺(tái)成功的啟示[J];中國廣播電視學(xué)刊;2003年09期

7 鐘新;定位地方媒介 細(xì)分區(qū)域市場——從交通廣播看廣播媒體的定位[J];中國廣播電視學(xué)刊;2003年09期

8 王道平,王郁春;深化人事分配制度改革的體會(huì)[J];中國廣播電視學(xué)刊;2004年09期

9 羅以澄;;廣播傳媒的品牌塑造——廣西“交通廣播”的品牌經(jīng)營[J];中國廣播電視學(xué)刊;2006年10期

10 黃澤藝;;搶占無競爭空間 做活交通廣播[J];中國廣播電視學(xué)刊;2006年10期

，

本文編號(hào)：2484833