“品牌化”已经走入社会生活的方方面面,品牌化也开始走入传媒界。在经济的持续增长和城市化进程的加速推进下,在交通事业发展等条件的影响下,交通广播应运而生。这些年来,交通广播的蓬勃发展取得了令人瞩目的经济效益和社会效益,成为媒介市场亮丽的风景线。根据同质化竞争的加剧,以及经营模式的滞后,交通广播在未来的发展中一定会面临许多问题。针对这些问题,进行有效途径的探索成为必然。特别是地市级交通广播,由于地域的限制,面对激烈的竞争,要想求得发展就必须实施品牌战略,达到发展与创收的双重目的。 “Brand ” has entered all aspects of social life, brand has begun to enter the media. With the sustained economic growth and accelerated urbanization, traffic radio has emerged under the influence of the development of transportation and other conditions. In recent years, the booming development of traffic radio has made remarkable economic and social benefits and has become a beautiful landscape of the media market. According to the intensification of the homogenization competition and the lag of the business model, the traffic radio will certainly face many problems in its future development. In response to these problems, it is inevitable to explore effective ways. In particular, at the prefecture-level municipal radio and broadcasting stations, due to geographical constraints and fierce competition, it is necessary to implement the brand strategy in order to achieve development and achieve the dual purposes of development and revenue generation.