社会主义市场经济条件下,广播既是党和政府的喉舌,又是信息产业。面对媒体间竞争的日益白热化,从产业经营的角度审视广播的发展,广播电台要在想对过生的媒体竞争中立于不败,进而做大做强,就必须走品牌经营和可持续发展之路。本次研究以湖南交通广播实施品牌策略的典型个案为实例做具体探索分析。 Under the socialist market economy, broadcasting is both the mouthpiece of the party and the government and the information industry. In the face of ever-increasing competition between media outlets and their review of the development of radio broadcasting from the point of view of industrial management, radio stations must take the brand management and sustainable development if they want to be invincible in their competition for the mass media in order to become bigger and stronger the road. In this study, a typical case of implementing brand strategy in Hunan Communications Broadcasting is taken as an example to do a specific exploration and analysis.