本文選題：都市報(bào)　切入點(diǎn)：品牌　出處：《河北大學(xué)》2009年碩士論文

【摘要】：在河北,《燕趙都市報(bào)》是一份家喻戶曉的強(qiáng)勢(shì)媒體,2008年其品牌價(jià)值已達(dá)9.01億元,但其發(fā)展歷史并不長(zhǎng),它是如何從一份名不見(jiàn)經(jīng)傳的小報(bào),發(fā)展成河北的報(bào)業(yè)龍頭的呢?本文從多個(gè)方面闡述這一問(wèn)題。首先分析了《燕趙都市報(bào)》品牌誕生與成長(zhǎng)的背景,講述了中國(guó)報(bào)紙的沿革,根據(jù)當(dāng)年報(bào)業(yè)的發(fā)展?fàn)顩r,分析了都市報(bào)群體產(chǎn)生的良好外部環(huán)境；分析了《燕趙都市報(bào)》的所在地河北報(bào)業(yè)市場(chǎng)的競(jìng)爭(zhēng)格局。 本文將《燕趙都市報(bào)》的品牌經(jīng)營(yíng)策略理論化、系統(tǒng)化,分析了《燕趙都市報(bào)》是如何進(jìn)行定位的；在成功定位后,《燕趙都市報(bào)》在樹(shù)立品牌形象,堅(jiān)持以內(nèi)容為王,提高品牌質(zhì)量,以提高自己的公信力為目標(biāo),并通過(guò)策劃大型活動(dòng)提高品牌影響力,進(jìn)行多元化經(jīng)營(yíng),來(lái)提高品牌價(jià)值方面所做的努力。 最后通過(guò)對(duì)2008年的形勢(shì)分析,為未來(lái)《燕趙都市報(bào)》品牌調(diào)整提出了建議。
[Abstract]:In Hebei, "Yanzhao Metropolis Daily" is a well-known strong media, its brand value has reached 901 million yuan in 2008, but its development history is not long, it is from a little-known tabloid, into Hebei's leading newspaper industry? This paper expounds this problem from many aspects. Firstly, it analyzes the background of the birth and growth of the brand of "Yanzhao Metropolis Daily", and describes the evolution of Chinese newspapers, according to the development of the newspaper industry in those years. This paper analyzes the good external environment for the emergence of the metropolitan newspaper group, and analyzes the competitive pattern of Hebei newspaper market where Yanzhao Metropolis Daily is located. This paper theorizes and systematizes the brand management strategy of Yanzhao Metropolis Daily, and analyzes how the Yanzhao Metropolis Daily is positioned. After the successful positioning, Yanzhao Metropolis Daily is establishing its brand image and insisting on content as its king. To improve brand quality, to improve their credibility as the goal, and through planning large-scale activities to enhance brand influence, diversification, to improve brand value efforts. Finally, through the analysis of the situation in 2008, some suggestions are put forward for the brand adjustment of Yanzhao Metropolis Daily in the future.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：G216.3

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