我们已经进入了一个过剩传播的时代。在这个时代 ,媒介产品有大量可供替代的对象 ,特别是在入世以后 ,国内的传媒还要面临越来越大的国际传媒的压力 ,可谓内忧外患。在这种情形下 ,如何把中国传媒做大做强 ,是传媒从业人员和理论工作者所必须认真思考的问题。一、媒体品牌的内 We have entered an era of excess communication. In this era, there are a large number of alternative products for media products. In particular, after China’s accession to the WTO, the domestic media are under pressure from the increasing international media. This can be described as internal and external problems. Under such circumstances, how to make the media of China bigger and stronger is a problem that media practitioners and theoretical workers must seriously consider. First, the media brand