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的竞争。而随着传统媒体与新媒体的融合发展,国内外主流传媒机构都早已开始了全 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 have entered the era of brand management, the competition among radio and television media has gradually evolved from content competition to brand competition. With the integration of traditional media and new media, the mainstream media organizations both at home and abroad have already begun