21世纪以来,我国政治环境逐渐稳定,经济实力快速提高,文化水平稳步上升,我国市场经济确立以后,在市场经济和经济全球化的影响下,各行各业竞争压力增大,各行各业都面临这生产和发展的重要难题。在这种大环境下,我国新闻媒介通过寻求改革之路取得了很大的成功,我国的新闻媒介以展示新时代新风采作为传媒目标,在激烈的竞争中取得优秀的成绩。我国媒体产业空前繁荣,我国广播行业也通过自身创新,深入市场,逐渐成为市场文化的一部分。广播作为传统媒体,品牌经营是主要手段。介绍广播传媒品牌经营的时代背景和重大意义,这也是我们选题的意义所在,介绍广播传媒品牌的构成,最后,提出广播传媒品牌开发的最佳途径。 Since the 21st century, the political environment in our country has gradually stabilized, its economic strength has rapidly risen and its cultural level has risen steadily. Under the influence of the market economy and economic globalization, the pressure of competition in all trades and industries has increased and all walks of life are faced with various pressures. This production and development of the important problems. In this environment, the news media of our country has achieved great success by seeking the path of reform. The media of our country have made great achievements in the fierce competition with the display of the new style and the new style in the new era as the media target. China’s media industry is booming. Our broadcasting industry has also gradually become part of the market culture through its own innovation and market penetration. Radio as a traditional media, brand management is the main means. It is also the significance of our topic to introduce the composition of the broadcasting media brand. Finally, we propose the best way to develop the broadcasting media brand.