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通过分析广播媒体的品牌特征及其价值,梳理广播媒体品牌传播的策略和方法,将常用的方法分成宏观、中观和微观三个大类,分别分析其传播手段、传播目标、传播成本等。再根据广播媒体的需要提出广播媒体品牌传播中的四个要点,要点内容包括广播媒体品牌传播中应注重建构品牌集团,树立并定期评估传播目标,根据产品生命周期确定传播策略,注重投入与产出等。最后以北京人民广播电台为例,进行具体分析,简要梳理北京人民广播电台现状,并对目前存在的问题提出建设性对策。
By analyzing the brand characteristics and its value of broadcasting media, the methods and methods of brand broadcasting of broadcasting media are analyzed. The commonly used methods are divided into three categories: macro, meso and micro, and the methods of dissemination, target of dissemination and cost of communication are respectively analyzed. According to the needs of broadcast media, the paper puts forward four key points in broadcast media brand communication. The key points include: brand media should be constructed in brand media, establish and regularly evaluate communication target, determine communication strategy according to product life cycle, focus on input and production Out. Finally, taking Beijing People’s Broadcasting Station as an example, this article analyzes the current situation of Beijing People’s Broadcasting Station briefly and puts forward some constructive countermeasures to the existing problems.