新聞媒體品牌研究
發(fā)布時(shí)間：2018-08-17 19:08
【摘要】： 傳媒產(chǎn)業(yè)已經(jīng)進(jìn)入品牌競爭時(shí)代。在媒體數(shù)量眾多、競爭日趨激烈的情況下,只有品牌才是媒體擺脫產(chǎn)品同質(zhì)化,取得勝利的關(guān)鍵因素。但是由于我國新聞媒體引進(jìn)品牌的時(shí)間并不長,很多領(lǐng)導(dǎo)者的品牌意識(shí)淡薄,缺乏經(jīng)驗(yàn),而這方面的理論成果也不是很豐富。本文把企業(yè)品牌理論引入傳媒產(chǎn)業(yè),在個(gè)案研究的基礎(chǔ)上,結(jié)合傳媒的特點(diǎn)和大量的品牌實(shí)踐活動(dòng),總結(jié)出了媒體品牌運(yùn)營的基本規(guī)律和操作流程,并對(duì)面臨情況提出了相應(yīng)對(duì)策。 與商業(yè)品牌相比,媒體品牌有它的特殊內(nèi)涵,除了注重經(jīng)濟(jì)效益,更要注重社會(huì)效益。媒體品牌的建設(shè)是一個(gè)長期的過程,需要媒體提出品牌戰(zhàn)略,并建立相應(yīng)的品牌管理機(jī)構(gòu)和制度。品牌的創(chuàng)立首先要建立品牌識(shí)別系統(tǒng),在此基礎(chǔ)上,通過廣告、公共關(guān)系、社會(huì)活動(dòng)等相關(guān)方式進(jìn)行品牌推廣。在品牌發(fā)展壯大進(jìn)入成熟期后,可以在母品牌的基礎(chǔ)上進(jìn)行延伸,以此來充分利用品牌資源的優(yōu)勢。品牌建立之后還需要維護(hù),尤其需要通過法律手段來保護(hù)自己的品牌資產(chǎn)。品牌的長久發(fā)展離不開創(chuàng)新。在目前互聯(lián)網(wǎng)經(jīng)濟(jì)迅速發(fā)展,我國已加入世貿(mào)組織的情況下,我國媒體品牌的國際化乃必然趨勢。 本文分為三大部分。第一章為第一部分,介紹了品牌的定義,媒體品牌的特征,目前我國品牌運(yùn)營面臨的問題和意義;第二部分包括二、三、四三章,是品牌運(yùn)作的大體過程,包括品牌的創(chuàng)立、延伸和維護(hù);第三部分即最后一章,探討了我國傳媒品牌的國際化問題。
[Abstract]:Media industry has entered the era of brand competition. In the case of numerous media and increasingly fierce competition, only the brand is the key factor for media to get rid of product homogeneity and win. However, because the time of introducing brand in Chinese news media is not long, many leaders have weak brand consciousness and lack of experience, and the theoretical results in this respect are not very rich. This paper introduces the enterprise brand theory into the media industry, on the basis of the case study, combined with the characteristics of the media and a large number of brand practice activities, summed up the media brand operation of the basic law and operation process. And put forward the corresponding countermeasure to face the situation. Compared with commercial brand, media brand has its special connotation, not only to pay attention to economic benefit, but also to pay attention to social benefit. The construction of media brand is a long-term process, which requires media to put forward brand strategy and establish corresponding brand management institutions and systems. The first step is to establish brand identification system. On this basis, brand promotion is carried out through advertising, public relations, social activities and other related ways. After the development and development of the brand, it can be extended on the basis of the mother brand, so as to make full use of the advantages of the brand resources. The brand needs to be maintained after its establishment, especially through legal means to protect its brand assets. The long-term development of the brand can not be separated from innovation. With the rapid development of Internet economy and China's entry into WTO, the internationalization of Chinese media brands is an inevitable trend. This paper is divided into three parts. The first chapter is the first part, which introduces the definition of brand, the characteristics of media brand, the problems and significance of brand operation in our country at present. The second part includes two, three and three chapters, which is the general process of brand operation, including the establishment of brand. The third part, the last chapter, discusses the internationalization of Chinese media brands.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：G210-F
[Abstract]:Media industry has entered the era of brand competition. In the case of numerous media and increasingly fierce competition, only the brand is the key factor for media to get rid of product homogeneity and win. However, because the time of introducing brand in Chinese news media is not long, many leaders have weak brand consciousness and lack of experience, and the theoretical results in this respect are not very rich. This paper introduces the enterprise brand theory into the media industry, on the basis of the case study, combined with the characteristics of the media and a large number of brand practice activities, summed up the media brand operation of the basic law and operation process. And put forward the corresponding countermeasure to face the situation. Compared with commercial brand, media brand has its special connotation, not only to pay attention to economic benefit, but also to pay attention to social benefit. The construction of media brand is a long-term process, which requires media to put forward brand strategy and establish corresponding brand management institutions and systems. The first step is to establish brand identification system. On this basis, brand promotion is carried out through advertising, public relations, social activities and other related ways. After the development and development of the brand, it can be extended on the basis of the mother brand, so as to make full use of the advantages of the brand resources. The brand needs to be maintained after its establishment, especially through legal means to protect its brand assets. The long-term development of the brand can not be separated from innovation. With the rapid development of Internet economy and China's entry into WTO, the internationalization of Chinese media brands is an inevitable trend. This paper is divided into three parts. The first chapter is the first part, which introduces the definition of brand, the characteristics of media brand, the problems and significance of brand operation in our country at present. The second part includes two, three and three chapters, which is the general process of brand operation, including the establishment of brand. The third part, the last chapter, discusses the internationalization of Chinese media brands.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：G210-F
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