本文選題：品牌傳播 + 中國英文報紙�。� 參考：《上海外國語大學(xué)》2008年碩士論文

【摘要】： 品牌起初作為一個經(jīng)濟管理學(xué)方面的概念出現(xiàn),現(xiàn)在越來越多地被運用到媒介的管理上來。傳媒的品牌化運作既是經(jīng)濟社會發(fā)展的需要,也是激烈的市場競爭的必然結(jié)果,它是一項系統(tǒng)工程,貫穿采編、發(fā)行、廣告各個環(huán)節(jié),同時也會對發(fā)行和廣告產(chǎn)生直接有效的作用,最終影響傳媒的實力和競爭力。在全球化與市場化的作用下,中國英文報紙也開始進入市場競爭的潮流中,品牌傳播對中國英文報紙的經(jīng)營和發(fā)展起著重要的作用。 基于此研究意義,本論文以中國英文報紙的品牌傳播為研究對象,這里的英文報紙主要是指現(xiàn)階段中國大陸的新聞類英文報紙。目的是研究中國英文報紙如何進行品牌傳播,優(yōu)化傳播的效果,以增加品牌的知名度、美譽度、聯(lián)想度和忠誠度。 本論文根據(jù)傳播學(xué)中信息在“信源”和“信宿”間循環(huán)往復(fù)傳遞的模式,通過對“信源”和“信宿”的詳細論述來探討二者之間的互動關(guān)系,緊密結(jié)合中國英文報紙在功能和受眾群體方面的特殊性,研究品牌經(jīng)營者如何使品牌信息更好地傳達給受眾�！靶旁础敝钙放平�(jīng)營者,它包括報紙采編系統(tǒng)、廣告銷售系統(tǒng)和發(fā)行系統(tǒng)�！靶潘蕖敝钙放菩畔⒌慕邮照吆头答佌�,它包括英文報紙的讀者(包括潛在讀者)、廣告主和競爭對手。 本論文運用品牌學(xué)的理論,結(jié)合傳媒經(jīng)營實踐,從品牌塑造和品牌營銷兩方面提煉出中國英文報紙品牌傳播的策略。在品牌塑造上,對品牌定位、品牌識別和品牌價值進行分別論述。在品牌營銷上,選取了傳媒品牌實踐中三種有效的營銷手段:整合營銷、事件營銷和關(guān)系營銷。在品牌塑造和品牌營銷章節(jié)的末尾,分別引用了成功傳媒的品牌傳播和營銷的案例來進一步說明所述觀點。 本論文主要采用了定性研究的方法,并穿插少量的定量研究和個案研究,定量研究和個案研究都是在定性研究的基礎(chǔ)上進行,并且為定性研究的論點提供論據(jù)。 作者寫此文希望能引起新聞界對英文報紙品牌傳播更多的關(guān)注,起到拋磚引玉的作用,對中國英文報紙的發(fā)展起到一點參考作用。
[Abstract]:Brand as an economic management concept, now is increasingly used in media management. The brand operation of the media is not only the need of economic and social development, but also the inevitable result of the fierce market competition. It is a systematic project that runs through various links of collection, editing, distribution and advertising. At the same time, it will have a direct and effective effect on the distribution and advertising, and ultimately affect the strength and competitiveness of the media. Under the effect of globalization and marketization, Chinese English newspapers have also begun to enter the trend of market competition. Brand communication plays an important role in the management and development of Chinese English newspapers. Based on the significance of this study, this thesis focuses on the brand communication of Chinese English newspapers, which mainly refer to the news English newspapers in mainland China at the present stage. The purpose of this paper is to study how Chinese English newspapers spread their brands and optimize their effects so as to increase their popularity, reputation, association and loyalty. According to the mode of information circulatory transmission between "information source" and "information house" in communication science, this paper discusses the interactive relationship between "information source" and "information house" through the detailed discussion of "information source" and "information house". Combining closely with the particularity of Chinese English newspaper in function and audience, this paper studies how the brand manager can better convey the brand information to the audience. "Xinyuan" refers to the brand operator. It includes newspaper collection and editing system, advertising sales system and distribution system. The term "deposit" refers to the receiver and the feedback of brand information. It includes readers (including potential readers, advertisers and competitors) of English newspapers. Based on the theory of brand theory and the practice of media management, this paper abstracts the strategy of brand communication of Chinese English newspaper from the aspects of brand building and brand marketing. In brand shaping, brand positioning, brand recognition and brand value are discussed separately. In brand marketing, three effective marketing methods are selected in media brand practice: integrated marketing, event marketing and relationship marketing. At the end of the chapter of brand building and brand marketing, the author cites the case of brand communication and marketing of successful media to further illustrate the viewpoint. This paper mainly adopts the qualitative research method, and intersperses a small amount of quantitative research and case study. Both quantitative research and case study are carried out on the basis of qualitative research, and provide arguments for the argument of qualitative research. The author hopes to draw more attention from the press to the brand spread of English newspapers, play an important role in the development of English newspapers in China, and play a reference role in the development of English newspapers in China.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G219.1-F;G206

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本文編號：1930837