《浙广早新闻》是浙江电台新闻台的重要新闻节目,是浙江广电集团倾力重点打造的广播新闻节目。近些年来,《浙广早新闻》力求以正面宣传的不断创新为突破口,进一步巩固和提升其品牌节目的社会影响力。本文从四个方面解读和注释《浙广早新闻》品牌化建设的战略构想与路径探索:以正面宣传自主创新,打造《浙广早新闻》领先影响力;以正面宣传不断创新,增强《浙广早新闻》持续影响力;以正面宣传形态创新,提升《浙广早新闻》特色影响力;以正面宣传运作创新,拓展《浙广早新闻》广泛影响力。 Zhejiang-Guangzhou Morning News is an important news program of Zhejiang Radio News Channel and a broadcast news program dedicated by Zhejiang Radio and Television Group. In recent years, “Zhejiang-Guangzhou Morning News” strive to break through the continuous innovation of positive propaganda to further consolidate and enhance the social influence of its brand programs. This article interprets and annotates the brand strategy of “Zhejiang-Guangzao News” from four aspects: the strategic concept and path exploration: positively advocating independent innovation and creating the leading influence of “Zhejiang-Guangzhou-Zaojian News”; with positive propaganda and continuous innovation, Guangzao News “continue to influence; to positive publicity shape innovation, enhance the” Zhejiang-Guangzhou-Zhabei News “characteristics of influence; to positive publicity operation and innovation, expand the” Zhejiang-Guangzhou News "a wide range of influence.