在激烈的竞争下中国的广播已经进入了自主创新的品牌时代,频道的经营也演变成为品牌的经营。本文认为,品牌栏目是自主创新的产物。广播媒体的品牌经营首先是栏目经营,只有做到了栏目品牌化,才能达到频道的形象化,从而提高听众市场的占有率。因此,广播只有增强自主创新能力,做深做强品牌化经营,才能增强活力,提高竞争力。 Under the fierce competition, China’s broadcast has entered the era of independent innovation brand, channel management has evolved into a brand management. This article argues that the brand section is the product of independent innovation. Broadcasting media brand management is the first part of the business, only to do part of the brand, in order to achieve channel visualization, thereby increasing the audience share of the market. Therefore, broadcasting can only enhance its capability of independent innovation and deepen its brand management so as to enhance its vitality and enhance its competitiveness.