【摘要】： 本文將品牌的概念引入傳媒領(lǐng)域,選取典型案例分析媒介產(chǎn)品在不同生命周期所呈現(xiàn)的特征、發(fā)展規(guī)律及應(yīng)對策略,探討市場經(jīng)濟環(huán)境下,我國期刊媒介走品牌化發(fā)展的渠道和思路。 誕生于1996年的《新周刊》是我國時事生活類期刊的典范。其發(fā)展軌跡、辦刊理念及品牌推廣有著自成體系的操作模式。本論文通過研究其不同時期的發(fā)展,及其品牌核心要素的建立維護,對這一典型媒介品牌進行解讀。 本論文包括三部分。第一部分對《新周刊》雜志各個生命周期的品牌發(fā)展進行分析,包括引入期、轉(zhuǎn)型期、成長期和成熟期。第二部分對《新周刊》的風(fēng)格定位、內(nèi)容特點、創(chuàng)新性、推廣策略等媒介品牌的運作進行分析,梳理其品牌美譽度建立的過程。第三部分主要對品牌化發(fā)展策略下《新周刊》雜志的發(fā)展前景進行展望,并嘗試對其存在的問題提出應(yīng)對思路。
[Abstract]:This paper introduces the concept of brand into the field of media, selects typical cases to analyze the characteristics of media products in different life cycles, development rules and countermeasures, and discusses the market economy environment. The channel and train of thought of periodical media brand development in our country. New Weekly, born in 1996, is the model of current affairs and life journals in China. Its development track, running philosophy and brand promotion has its own system of operation mode. This paper analyzes the typical media brand by studying its development in different periods and the establishment and maintenance of its core elements. This paper includes three parts. The first part analyzes the brand development of each life cycle of New Weekly magazine, including the period of introduction, the period of transition, the period of growth and the period of maturity. The second part analyzes the style orientation, content characteristics, innovation, promotion strategy and other media brand operation, combing the process of establishing brand reputation. The third part mainly looks forward to the prospect of the magazine under the brand development strategy, and tries to put forward the countermeasures to the existing problems.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G237.5-F

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 劉，

本文編號：2205347