| ACKNOWLEDGEMENTS | 第4-5页 |
| 摘要 | 第5-6页 |
| ABSTRACT | 第6-7页 |
| The Chapter 1：Introduction | 第14-20页 |
| 1.1 Background and Significance of the Research | 第14-16页 |
| 1.2 Research Content and Research Target | 第16-17页 |
| 1.3 Research Methods and Procedures | 第17页 |
| 1.4 The Main Points and Layout of the Thesis | 第17-20页 |
| The chapter 2: Literature review | 第20-38页 |
| 2.1 Brand and Brand Strategy | 第20-25页 |
| 2.1.1 brand doctrine | 第20-21页 |
| 2.1.2 Role of the brand | 第21-22页 |
| 2.1.3 Brand Positioning | 第22页 |
| 2.1.4 Brand Strategy | 第22-23页 |
| 2.1.5 The representative of the brand strategy | 第23-25页 |
| 2.2 Marketing Theory | 第25-26页 |
| 2.3 Brand marketing and services marketing | 第26-29页 |
| 2.3.1 Brand Marketing Overview | 第26-27页 |
| 2.3.2 Brand marketing strategy | 第27-28页 |
| 2.3.3 Overview of Services Marketing | 第28-29页 |
| 2.4 Segmentation Theory of the Target Market | 第29-31页 |
| 2.4.1 Segmentation model | 第30-31页 |
| 2.5 Research On New Media | 第31-34页 |
| 2.5.1 Definition of new media | 第31-32页 |
| 2.5.2 Characteristics and development trends of new media | 第32页 |
| 2.5.3 New Media Research | 第32-34页 |
| 2.6 Integration Media | 第34-38页 |
| 2.6.1 Media convergence technology‘s background | 第35页 |
| 2.6.2 Media Convergence consumer background | 第35-36页 |
| 2.6.3 Integration of media industry‘s background | 第36-38页 |
| Chapter 3：The Analysis of Current Status of Ram City Traffic Broadcasting of GDBroadcasting Station | 第38-70页 |
| 3.1 Brief Introduction to GD Broadcasting Station | 第38-48页 |
| 3.1.1 GD Broadcasting History | 第38-39页 |
| 3.1.2 Development History of Ram City Traffic Broadcasting of GD BroadcastingStation | 第39-42页 |
| 3.1.3 The Target Audience and Client of Ram City Traffic Broadcasting | 第42-44页 |
| 3.1.4 The Main Programs and Marketing Situation of Ram City TrafficBroadcasting | 第44-48页 |
| 3.2 Analysis of External Marketing Environment of Ram City Traffic Broadcasting | 第48-54页 |
| 3.2.1 Politics | 第49-50页 |
| 3.2.2 Economic | 第50-51页 |
| 3.2.3 Technology | 第51-53页 |
| 3.2.4 Society | 第53-54页 |
| 3.3 Analysis of Internal Competition of Ram City Traffic Broadcasting | 第54-59页 |
| 3.3.1 The Competition between Broadcasting and Other Media | 第54-55页 |
| 3.3.2 Analysis of Competition between Frequencies of Different BroadcastingStation | 第55-59页 |
| 3.4 Analysis of SWOT of Ram City Traffic Broadcasting of GD Broadcasting Station | 第59-61页 |
| 3.4.1 Internal Advantage of Ram City Traffic Broadcasting | 第60页 |
| 3.4.2 Internal Disadvantage of Ram City Traffic Broadcasting | 第60页 |
| 3.4.3 Opportunities Brought by External Environment | 第60-61页 |
| 3.4.4 Threats Caused by External Environment | 第61页 |
| 3.5 Internal Crisis and External Challenge of Marketing of Ram City TrafficBroadcasting | 第61-70页 |
| 3.5.1 Internal Crisis of Marketing of Ram City Traffic Broadcasting | 第62-64页 |
| 3.5.2 External Challenge in New Media Times | 第64-70页 |
| Chapter 4: Analysis of Marketing Channel Strategy of Ram City Traffic Broadcasting ofGD Broadcasting Station | 第70-84页 |
| 4.1 Strategic Vision of Building up Professional Traffic Frequency Brand of Ram CityTraffic Broadcasting of GD Broadcasting Station | 第70-75页 |
| 4.1.1 building the leading brands | 第71-75页 |
| 4.2 Reform and Reflection of Revenue Expansion of Ram City Traffic Broadcastingof GD Broadcasting Station by Means of New Media | 第75-84页 |
| 4.2.1 Webcast | 第76-78页 |
| 4.2.2 SMS interactive platform | 第78-79页 |
| 4.2.3 Radio micro blogging expand | 第79-81页 |
| 4.2.4 Micro-channel expansion Radio－We chat | 第81-84页 |
| Chapter 5： Innovation and Development of Ram City Traffic Broadcasting of GDBroadcasting Station under the Challenge of New Media | 第84-97页 |
| 5.1 Case Study of Advanced APP Home and Abroad | 第84-88页 |
| 5.1.1 Beijing People's Broadcasting Station was diversified development ideas | 第84-86页 |
| 5.1.2 Multimedia Development of Radio in Hangzhou | 第86页 |
| 5.1.3 Korea TBS APP | 第86-88页 |
| 5.2 Advantage and Disadvantage of Development of Mobile Terminal of Ram CityTraffic Broadcasting | 第88-89页 |
| 5.2.1 resources | 第88页 |
| 5.2.2 technical advantages | 第88页 |
| 5.2.3 deficiencies existing | 第88-89页 |
| 5.3 How to Launch the Professional Easy Travel in Ram City APP | 第89-92页 |
| 5.3.1 The use of resources | 第89页 |
| 5.3.2 People, vehicles, road, living in Easy Travel in Ram City integration of APP, enhanced service | 第89-90页 |
| 5.3.3 Operations simulation APP | 第90-91页 |
| 5.3.4 APP income Easy Travel in Ram City | 第91-92页 |
| 5.4 The Initial Fund and Anticipated Revenue of Easy Travel in Ram City APP | 第92-97页 |
| 5.4.1 Easy Travel in Ram City APP expected start-up capital (estimated priceprovided by the Radio Technical Department) | 第92-93页 |
| 5.4.2 projected income | 第93-97页 |
| Chapter 6： Conclusion and Expectation | 第97-99页 |
| 6.1 The Main Conclusion of the Thesis | 第97页 |
| 6.2 The Shortcomings and Orientation for Future Study | 第97-99页 |
| Reference | 第99-102页 |
