Yang Zhu

【Abstract】Creating the“Silk Road Economic Belt”brand is an effective measure for radio and television stations to seize the development opportunities of the times. Taking the Silk Road as the focus，creating cross-cultural programs and establishing the “Silk Road Economic Belt” brand will help integrate media resources.Radio and television can produce new programs through micro-films or self-media platforms for the construction of the “Silk Road Economic Belt”， and select the theme of the program with cross-cultural communication as the core to further increase the attractiveness of the program and better spread Chinese culture. So that the audience can feel the cultural， economic and technical exchanges brought about by the development of the Silk Road， and let the audience get a visual and auditory experience.

【Key words】Media Convergence; Cross-cultural communication; Cross-cultural programs

【作者簡介】Yang Zhu（1988.09-）， Male， Han， Huaibei of Anhui， Master， 2018 Nankai University Student in International Economics and Trade. Research Fields： Cross-Cultural Programs， Nankai University.

1. Opportunities and Challenges in Brand Building the “Silk Road Economic Belt”

The economic and trade exchanges brought by the Silk Road can not only enhance Chinas international status， but also promote the development of various industries in China. The media industry should seize the opportunities created by the Silk Road Economic Belt， create a Silk Road all-media service cooperation platform， and be responsible for cross-cultural and cross-regional content exchange in the construction of the Silk Road Economic Belt to expand the space for dissemination. Establish the “Silk Road Economic Belt” brand， re-examine the Silk Road， integrate marketing and communication resources， and create a brand personality belonging to the media industry， so as to accelerate the development of traditional media such as radio and television in the era of media integration， and create new cross-cultural programs ， Serving the economic construction of the Silk Road.

In the branding of the “Silk Road Economic Belt”， the media industry can create cross-cultural programs through the Silk Roads economic and cultural exchange needs， which can further expand the media space and expand the audience of programs. However， the media industry must also establish a broadcasting all-media system for the “Silk Road Economic Belt” in order to meet the basic requirements of brand building， and to overcome language， cultural， and technical difficulties， and strive to bring programs to other countries to facilitate silk Listeners from countries along the road can listen to and watch radio programs with Chinese cultural characteristics， and realize cross-cultural and cross-language transmission.

2. “Silk Road Economic Belt” Brand Integration Media Molding and Integrated Communication Strategy

Historically，the Silk Road connected Muslim culture and promoted the exchange of Chinese culture with foreign cultures. At present， the construction of the Silk Road Economic Belt has shifted from cultural exchanges to diversified exchanges in economics， technology， culture and education， giving play to the role of exchange and integration of the Silk Road.

First， promote all-media cooperation with Silk Road countries. Chinas media industry should actively engage with the radio and television platforms of the Silk Road countries， jointly create a media integration platform and achieve content exchanges， with cross-cultural and cross-language communication as the core， strive to expand programs， and strengthen the interaction between Chinese media and peripheral countries . In terms of content， as the construction of the Silk Road Economic Belt has attracted global attention， the attention of various types of news in the region has gradually increased， and there is a large space for cooperation in terms of news content. In addition to the news content， it is also necessary to promote the exchange and interaction between national cultures and the countries along the route， and strengthen interaction with the countries along the route. Intercultural programs can take advantage of the differences in festival culture， folk customs， and lifestyle between China and the countries along the route Starting from the source， we will create a comprehensive section program that integrates news， special topics and literary programs， introduce domestic and foreign audiences to cultural differences， and focus on promoting the changes and progress of Chinese culture and Chinese society.

Second， multi-language and diversified publicity of programs. The “Silk Road Economic Belt” has a large audience and unique native languages. In order to reduce language differences and facilitate the audience to have a good media experience and expand the programs audience， radio and television must first set up border Internet radio. Every day Broadcast audio and video programs to countries along the route， and set up Internet radio， Internet TV and Internet news in multiple languages. Kazakhstan， Kirgiz and other multi-language programs were launched to meet the needs of the people of the five Central Asian countries and Turkey， Russia and other countries to understand Chinese and Chinese culture， and to provide excellent information support for the construction of the economic belt. In program planning， based on the long history of interaction between Asia， West Asia， Europe， and Africa and China， an all-media service system should be established to provide economic， cultural， and educational platforms for people of all ethnic groups.

3. Summary

To sum up，in order to realize the “Silk Road Economic Belt” brand integration with media shaping and integration and dissemination，it is necessary to create new radio and television programs around the cultural characteristics of countries along the Silk Road，and create cross-border communications for the audiences of countries along the Silk Road. Cultural programs，to ensure that audiences can listen to and watch unique radio and television programs，and to achieve online interaction with radio and television stations，while creating an excellent online communication platform for news cooperation of various countries，a complete broadcast all-media system should be established to better To serve the construction of the Silk Road Economic Belt.

References：

[1]Tao Li.Building a broadcast ingress media service system based on the core area of the Silk Road Economic Belt[J]. Western Radio and Television，2017（1）.

[2]Xiaobo Shi，Yixin Qu，Xuefeng Zhang.Research on the new media communication of Xian city image under the background of the new starting point of the Silk Road Economic Belt[J]. Journal of Xian University of Electronic Science and Technology （Social Science Edition），2016（6）.