由“第一財經(jīng)”看我國跨媒體財經(jīng)傳媒之品牌構(gòu)建
發(fā)布時間：2018-11-14 20:59
【摘要】： 隨著近些年中國市場經(jīng)濟(jì)體制的不斷完善,資本市場的逐步發(fā)展使其與媒體的結(jié)合亦更為緊密。投資市場的擴(kuò)展為財經(jīng)媒體提供了更豐富的內(nèi)容資源,投資者群體的擴(kuò)大則為其帶來了更旺盛的信息需求。市場化企業(yè)運(yùn)營、專業(yè)性信息提供以及對所在領(lǐng)域公性力和話語權(quán)的爭奪,無一不顯示著在“財經(jīng)”這一相對窄眾的傳媒市場,大熱的競爭勢態(tài)。 鑒于目前關(guān)注財經(jīng)資訊的受眾范圍已由早期的財經(jīng)業(yè)界專業(yè)人士逐漸擴(kuò)大至社會各個層面,受眾注意力越來越日益成為社會稀缺資源,愈來愈多的媒體已經(jīng)意識到在一個“大財經(jīng)”的閱讀社會,品牌構(gòu)建對于收納固定讀者群,搶占戰(zhàn)略制高點(diǎn),并最終提升傳媒核心競爭力有著至關(guān)重要的戰(zhàn)略意義。 作為國內(nèi)第一個跨媒體、跨地域的財經(jīng)媒體,“第一財經(jīng)”在品牌化戰(zhàn)略發(fā)展以及媒體資源整合上均較有代表性。本文將在對國內(nèi)外財經(jīng)媒體進(jìn)行相關(guān)研究和對比的基礎(chǔ)上,對“第一財經(jīng)”之品牌構(gòu)建深入進(jìn)行個案研究,以期揭示我國跨媒體財經(jīng)傳媒在發(fā)展模式對后來者的借鑒意義。 全文包括緒論共含五章節(jié)。第二章梳理概括了“第一財經(jīng)”誕生的時代及行業(yè)背景,其所涵蓋的內(nèi)容活動,并簡要闡述了品牌構(gòu)建對“第一財經(jīng)”發(fā)展的重要性。在此基礎(chǔ)上,于三、四兩章著重對其進(jìn)行了內(nèi)容研究和經(jīng)營研究。其中第三章分別對“第一財經(jīng)”旗下電視、廣播、日報、網(wǎng)站等多媒體內(nèi)容與傳播方式在受眾本位論的引領(lǐng)下進(jìn)行了分析;而第四章則從“第一財經(jīng)”打造產(chǎn)業(yè)鏈的運(yùn)營制度出發(fā),分析了其媒體整合戰(zhàn)略、國際化數(shù)字化創(chuàng)新思維以及全方位復(fù)合型的盈利方式等。最后,第五章在對照國際經(jīng)驗的基礎(chǔ)上,對“第一財經(jīng)”品牌構(gòu)建發(fā)展所給予的啟示與其發(fā)展中浮現(xiàn)的問題進(jìn)行了小結(jié),力圖為如何在中國打造諸如道瓊斯和Bloomberg(彭博資訊)之類的專業(yè)財經(jīng)傳媒巨擘拋磚引玉。
[Abstract]:With the continuous improvement of market economy system in China in recent years, the gradual development of capital market makes it more closely combined with the media. The expansion of the investment market provides richer content resources for the financial media, and the expansion of the investor group brings it a more vigorous information demand. The operation of market-oriented enterprises, the provision of professional information and the scramble for the public power and the right to speak in their field all show the hot competition in the relatively narrow mass media market of "Finance and Economics". In view of the fact that the audience for financial information has gradually expanded from the early professionals in the financial industry to all levels of society, the attention of the audience is increasingly becoming a scarce resource in the society. More and more media have realized that in a "big finance" reading society, brand building is of vital strategic significance to the inclusion of a fixed readership, to seize the strategic commanding point, and ultimately to enhance the core competitiveness of the media. As the first cross-media, cross-regional financial media, first finance is representative in brand strategy development and media resource integration. On the basis of the research and comparison of domestic and foreign financial media, this paper makes a case study on the brand construction of "first finance and economics", in order to reveal the significance of cross-media financial media development model for the latecomers in our country. The full text includes five chapters. The second chapter summarizes the birth of "first finance" and the background of the industry, the content and activities it covers, and briefly expounds the importance of brand building to the development of "first finance and finance". On this basis, the third and fourth chapters focus on its content research and management research. The third chapter analyzes the multimedia content and communication methods of "first Finance" under the guidance of the "audience standard", such as TV, radio, daily newspaper, website and so on. The fourth chapter analyzes the media integration strategy, the international digital innovation thinking and the omnidirectional and complex profit mode from the operation system of "first finance" to build the industrial chain. Finally, on the basis of the international experience, the fifth chapter summarizes the enlightenment given by the brand construction and development of "first finance" and the problems emerging in its development. Trying to build professional financial media giants like Dow Jones and Bloomberg in China.
【學(xué)位授予單位】：汕頭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G206-F
本文編號：2332289
[Abstract]:With the continuous improvement of market economy system in China in recent years, the gradual development of capital market makes it more closely combined with the media. The expansion of the investment market provides richer content resources for the financial media, and the expansion of the investor group brings it a more vigorous information demand. The operation of market-oriented enterprises, the provision of professional information and the scramble for the public power and the right to speak in their field all show the hot competition in the relatively narrow mass media market of "Finance and Economics". In view of the fact that the audience for financial information has gradually expanded from the early professionals in the financial industry to all levels of society, the attention of the audience is increasingly becoming a scarce resource in the society. More and more media have realized that in a "big finance" reading society, brand building is of vital strategic significance to the inclusion of a fixed readership, to seize the strategic commanding point, and ultimately to enhance the core competitiveness of the media. As the first cross-media, cross-regional financial media, first finance is representative in brand strategy development and media resource integration. On the basis of the research and comparison of domestic and foreign financial media, this paper makes a case study on the brand construction of "first finance and economics", in order to reveal the significance of cross-media financial media development model for the latecomers in our country. The full text includes five chapters. The second chapter summarizes the birth of "first finance" and the background of the industry, the content and activities it covers, and briefly expounds the importance of brand building to the development of "first finance and finance". On this basis, the third and fourth chapters focus on its content research and management research. The third chapter analyzes the multimedia content and communication methods of "first Finance" under the guidance of the "audience standard", such as TV, radio, daily newspaper, website and so on. The fourth chapter analyzes the media integration strategy, the international digital innovation thinking and the omnidirectional and complex profit mode from the operation system of "first finance" to build the industrial chain. Finally, on the basis of the international experience, the fifth chapter summarizes the enlightenment given by the brand construction and development of "first finance" and the problems emerging in its development. Trying to build professional financial media giants like Dow Jones and Bloomberg in China.
【學(xué)位授予單位】：汕頭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G206-F
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前6條
1 余霖;影響力競爭時代國內(nèi)電視財經(jīng)類頻道品牌建設(shè)研究[D];西北大學(xué);2011年
2 劉慧怡;電視財經(jīng)談話節(jié)目大眾化的發(fā)展研究[D];華中科技大學(xué);2010年
3 王玨;論國內(nèi)財經(jīng)報紙新聞報道的國際視野[D];河北大學(xué);2011年
4 孫廣萌;試論《財富》的品牌成功模式及其啟示[D];黑龍江大學(xué);2010年
5 李雪飛;專業(yè)財經(jīng)報的媒介融合戰(zhàn)略及模式研究[D];重慶工商大學(xué);2012年
6 陳雄;媒介生態(tài)學(xué)視角下我國電視財經(jīng)頻道研究[D];中南大學(xué);2012年
，本文編號：2332289
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