传媒业的竞争已进入到品牌竞争时代,随着广播品牌的升级成长,相应地需要研究广播品牌成长的战略。本文根据广播品牌成长战略的特征和广播媒体的现实情况从创新成长战略和跨媒体成长战略两个战略方向分析了当前广播媒体的品牌成长战略。 Media industry competition has entered the era of brand competition, with the upgrading of radio and television brands, the corresponding need to study the growth of radio brand strategy. Based on the characteristics of the growth strategy of broadcasting brand and the reality of broadcasting media, this paper analyzes the current brand strategy of broadcasting media from two strategic directions: innovative growth strategy and cross-media growth strategy.