【摘要】：正廣播市場競爭說到底是對注意力的競爭,而注意力能否成為持久的資源,取決于信息源的影響力,即品牌影響力。廣播媒體不應滿足于規(guī)模擴張式的競爭,不應局限于"注意力經濟",而應轉向"影響力經濟",轉向媒體品牌建設與價值提升。廣播媒體的品牌作用品牌是消費者通過商品或服務消費滿足其多層次需求的心智現象,是被消費者認可和接受的,包含某種特定利益或內涵
[Abstract]:In the end, the competition of positive broadcasting market is the competition of attention, and whether attention can become a lasting resource depends on the influence of information source, that is, brand influence. Broadcast media should not be satisfied with the competition of scale expansion, should not be confined to "attention economy", but should turn to "influence economy", to media brand construction and value enhancement. The brand function of broadcast media is the mental phenomenon that consumers satisfy their multi-level needs through the consumption of goods or services. It is recognized and accepted by consumers and contains a certain interest or connotation.
【作者單位】： 中國傳媒大學經濟與管理學院;
【基金】：原國家廣播電影電視總局部級社科研究項目“傳統(tǒng)廣播與視聽新媒體融合路徑及發(fā)展模式研究”(項目編號:GD1159) 中國廣播電視協會學術理論研究項目“中國廣播媒體品牌戰(zhàn)略研究”(項目編號:2010ZGXH017)的階段性成果
【分類號】：G229.2
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本文編號：2342571