广播电视品牌影响力是国家软实力的重要组成部分。进入21世纪,广播电视媒体市场化、产业化浪潮的兴起加剧了中国广播电视媒体竞争的激烈态势,广电媒体以前所未有的速度在发展。近几年来,随着中国广播电视进入“品牌化”经营时代,广电媒体之间的竞争也由内容竞争逐步演变为品牌竞争。建立科学 Radio and television brand influence is an important part of the country’s soft power. In the 21st century, the marketization of radio and television media and the rise of industrialization have intensified the fierce competition in China’s radio and television media. Radio and television media have been growing at an unprecedented rate. In recent years, as China’s radio and television enter the era of “branded” operation, the competition among radio and television media has gradually evolved from content competition to brand competition. Establish science