本文選題：論壇 + 品牌建設(shè)　； 參考：《浙江大學》2008年碩士論文

【摘要】： 紙媒聯(lián)手新媒體,由此興起的報網(wǎng)互動戰(zhàn)略正在如火如荼地進行中。在報網(wǎng)互動的探索中,報紙網(wǎng)站的BBS對提升報紙競爭力的價值逐漸突顯,而BBS到底如何提升報紙競爭力,已經(jīng)成為當下迫切需要解決的現(xiàn)實發(fā)展問題。BBS對于提升報紙競爭力的重要作用主要體現(xiàn)在其對報紙品牌形象建設(shè)的有效推動上,本文通過對《錢江晚報》、《都市快報》BBS的定性與定量分析來研究BBS如何影響報紙品牌形象建設(shè)。特別需要指出的是,本文研究的報紙主要是指都市報。BBS中的參與者,是媒體主動的參與者,而不是被動的接受者,因此,在本文中對BBS的參與者稱為網(wǎng)民。 《今日美國》資深記者凱文·曼妮(Kevin Maney,1997)在其著作《大媒體潮》中預測,21世紀的媒介品牌將成為激烈的戰(zhàn)場,無論是同類媒介品牌之間的競爭,還是新興媒介品牌對傳統(tǒng)媒介品牌資源的爭奪,都將會使媒介市場更加不平靜。這種不平靜在新媒體異軍突起的時代,已經(jīng)變得愈加明顯。 隨著全國性報紙的迅速衰落,區(qū)域性報紙迅速形成諸侯各霸一方的報業(yè)新格局。多數(shù)成功的媒體都經(jīng)歷了由“原始積累”到“回收成本逐漸贏利”,再到“品牌經(jīng)營”的階段,一旦廣告、發(fā)行量上升并趨于穩(wěn)定之后,報紙的競爭核心就轉(zhuǎn)移到品牌維護、管理、增值、擴張以及品牌的創(chuàng)新上。而報紙品牌的提升,則歸決于一個報業(yè)品牌能否在市場允許的時間和空間內(nèi)實現(xiàn)最大創(chuàng)新。在新舊交替的傳媒轉(zhuǎn)型期,報紙能否更加完善的鞏固自己的品牌,并利用各自的品牌優(yōu)勢挖掘更大的價值,將成為媒體未來長時間內(nèi)競爭的核心。 目前報紙與網(wǎng)絡(luò)所作的嘗試,已經(jīng)讓報紙興奮不已。無論是意識上,還是在實際行為中,各報紙都非常重視品牌建設(shè),并不同程度地將自己與網(wǎng)絡(luò)聯(lián)姻,同時拓展與網(wǎng)上用戶的交互平臺�？梢哉f,對論壇建設(shè)的愈加重視,是報紙品牌建設(shè)上邁出的一大步。本文通過研究分析都市快報19樓與錢報論壇對各自報紙品牌建設(shè)的影響,探析BBS在報紙品牌建設(shè)中的正負效應,在此基礎(chǔ)上,探討依托BBS最大限度促進報紙品牌建設(shè)深入進行的對策,以促進BBS在品牌建設(shè)上的實際效用,推動報網(wǎng)互動深入發(fā)展。從而實現(xiàn)報紙在新媒體競爭時代增強自身品牌競爭力和核心價值的目標,為報紙找到新的發(fā)展平臺和可以突破的新空間。
[Abstract]:The paper media teamed up with the new media, the rising interactive strategy is in full swing. In the exploration of newspaper network interaction, the value of BBS on newspaper website to enhance newspaper competitiveness is gradually highlighted, and how does BBS really enhance newspaper competitiveness? The important role of BBS in promoting newspaper competitiveness is mainly reflected in its effective promotion of newspaper brand image construction. Through qualitative and quantitative analysis of Qianjiang Evening News and Metropolitan KuaiBao, this paper studies how BBS affects newspaper brand image construction. It is especially important to point out that the newspapers studied in this paper mainly refer to the participants in the Metropolis Daily. BBS, they are the active participants of the media, not the passive recipients. Therefore, the participants in this paper are called the Internet users. "USA Today" veteran journalist Kevin Maneyn 1997) predicts in his book "the Big Media surge" that media brands in the 21st century will become fierce battlefields, regardless of competition among similar media brands. Or new media brand to the traditional media brand resources competition, will make the media market more restless. This kind of restlessness in the new media sudden emergence, has become increasingly obvious. With the rapid decline of national newspapers, regional newspapers quickly formed a new pattern of princes. Most successful media have gone through a period from "primitive accumulation" to "gradually profitable recovery costs," and then to "brand management." once advertising, circulation increases and tends to stabilize, the core competition of newspapers shifts to brand maintenance. Management, value addition, expansion and brand innovation. The promotion of newspaper brand depends on whether a newspaper brand can achieve maximum innovation in the time and space allowed by the market. In the transition period of new and old media, it will be the core of the media competition in the future whether newspapers can consolidate their brands more perfectly and use their brand advantages to excavate greater value. At present, newspapers and the network of attempts to make newspapers excited. In both consciousness and practice, newspapers attach great importance to brand building, marry themselves with the network to different degrees, and expand the interactive platform with online users at the same time. It can be said that the growing importance of the forum construction is a big step forward in newspaper brand building. Based on the analysis of the influence of KuaiBao 19th floor and Qianbao Forum on the brand construction of newspapers, this paper analyzes the positive and negative effects of BBS in the construction of newspaper brands. In order to promote the actual utility of BBS in brand construction and promote the interactive and in-depth development of newspaper network, this paper probes into the countermeasures to promote the further construction of newspaper brand by relying on BBS. In order to achieve the goal of enhancing their brand competitiveness and core value in the era of new media competition, newspapers can find a new development platform and breakthrough new space.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F49;G219.2-F

【引證文獻】

相關(guān)碩士學位論文 前1條

1 張世光;哈爾濱高校大學生報媒接觸情況研究[D];黑龍江大學;2011年

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本文編號：1830478