媒介的竞争已进入品牌经营时代。广播媒介怎样走出困境,怎样变“弱势”为“强势”,品牌化经营是广播媒介参与国际国内市场竞争,提高竞争力的必然选择。一、广播媒介品牌化经营的内涵和动因美国营销学者菲利普·科特勒认为:企业为其产品规定品牌名称、品牌标志,并向政府部门注册 Media competition has entered the era of brand management. How to get out of the dilemma of broadcasting media and how to turn “weak” into “strong”? It is an inevitable choice for the broadcasting media to compete in the international and domestic markets and improve their competitiveness. First, the connotation and motivation of the brand management of broadcast media Philip Kotler, a marketing scholar in the United States, believes that enterprises should stipulate their brand names, brand names and registrations with government departments