本文選題：南方周末　切入點：品牌形象　出處：《西北大學》2008年碩士論文

【摘要】： 報業(yè)競爭中的報紙品牌競爭是非常重要的一方面,報紙品牌競爭的關鍵則是如何去塑造符合自己的品牌形象,最重要的是從哪些路徑入手去塑造自己的品牌形象。《南方周末》作為一份具有23年發(fā)展歷史的周報,其發(fā)展過程蘊含著很多思考�，F(xiàn)今,關于《南方周末》的研究主要集中在對其報道內容和版面的研究上,特別是對其報道特色和版面特色的分析。其中已有的關于《南方周末》品牌形象的研究更多的是研究其如何去“維護”品牌形象,是一種先入為主的立場。本文的研究旨趣恰恰與之相反,關注的是《南方周末》如何塑造了自己的品牌形象,特別是塑造過程中所經(jīng)過的“路徑”。 在方法的運用上,本文力求通過多個個案,以歷史性、歷時性的的立場,考察“文本”中蘊含的精神品質。將品牌形象的研究集中在“精神文化方面”。通過這樣的研究,本文希冀獲得報紙品牌形象塑造的一般規(guī)律,為相關研究提供借鑒和啟示。在此,“路徑”是本文筆墨的著力點所在,也是本文的基本寫作框架。引言首先進行相關研究介紹;第二部分,本文將著重關注品牌及品牌形象:第三部分,本文將考察《南方周末》品牌形象塑造的歷史性積淀;第四部分,本文將考察《南方周末》品牌形象塑造的特殊路徑取向——知識分子撰稿人;第五部分,本文將在選題的線索下考察《南方周末》新年特刊和對其形象廣告做一番研究。其中第三、四、五部分是本文的重點。
[Abstract]:The competition of newspaper brand in newspaper competition is very important on one hand, and the key of newspaper brand competition is how to create a brand image that accords with its own. The most important thing is to start with the ways to build our brand image. As a weekly newspaper with a history of 23 years, the development of Southern weekend contains a lot of thinking. The research on Southern weekend is mainly focused on the content and layout of its reports. In particular, the analysis of its reporting features and layout features. Among them, the existing research on the brand image of "Southern weekend" is more about how to "maintain" the brand image. The research purport of this paper is just the opposite, which focuses on how the Southern weekend has created its own brand image, especially the "path" in the process of molding. In the application of the method, this paper tries to examine the spiritual quality contained in the text from a historical and diachronic standpoint through a number of cases, and focuses the research on the brand image on the "spiritual culture". This article hopes to obtain the general law of newspaper brand image shaping, and provides reference and enlightenment for related research. Here, "path" is the focus of this paper, and it is also the basic writing frame of this paper. The second part, this paper will focus on the brand and brand image: the third part, this paper will examine the historical accumulation of the brand image of "Southern weekend"; the fourth part, This paper will examine the special path of the brand image of the Southern weekend-the intellectual writer; part five, This paper will examine the New year's special issue of Southern weekend and do some research on its image advertisement under the clue of selecting the topic, among which the third, fourth and fifth parts are the key points of this paper.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：G237.5

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本文編號：1656094