本文關(guān)鍵詞： 重慶晨報(bào) 價(jià)值提升 品牌塑造 媒介活動(dòng)　出處：《重慶工商大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著時(shí)代進(jìn)步,科技發(fā)展日新月異,出現(xiàn)了越來(lái)越多的新興媒體如網(wǎng)絡(luò)媒體、手機(jī)媒體等紙媒替代品,這使得媒介之間的競(jìng)爭(zhēng)力越發(fā)激烈。加上受眾獲取信息的途徑越發(fā)豐富,使得其對(duì)信息各方面內(nèi)容的要求越來(lái)越高,這樣一來(lái)無(wú)疑更加加劇了報(bào)刊業(yè)在整個(gè)媒介市場(chǎng)中的競(jìng)爭(zhēng),所以,報(bào)刊業(yè)以往的僅僅從采編獲取競(jìng)爭(zhēng)優(yōu)勢(shì)的可能性已不復(fù)存在,在這樣的市場(chǎng)背景下,報(bào)刊業(yè)必須通過(guò)其綜合品牌競(jìng)爭(zhēng)來(lái)確保其競(jìng)爭(zhēng)優(yōu)勢(shì)。面對(duì)報(bào)刊業(yè)易被抄襲、模仿,趨于同質(zhì)化的激烈競(jìng)爭(zhēng)的市場(chǎng)環(huán)境,報(bào)刊業(yè)要在整個(gè)媒介行業(yè)占據(jù)一席之地,并長(zhǎng)期平穩(wěn)發(fā)展,要與以往僅僅報(bào)道新聞,做簡(jiǎn)單的報(bào)紙產(chǎn)品不同,必須通過(guò)尋找差異化大力打造無(wú)形品牌,這也是一個(gè)樹立報(bào)刊品牌形象的最為重要的途徑。如何才能準(zhǔn)確對(duì)品牌做出定位,如何通過(guò)塑造品牌、打造優(yōu)勢(shì)品牌來(lái)提升報(bào)刊業(yè)的核心競(jìng)爭(zhēng)力,對(duì)于提升報(bào)刊業(yè)在整個(gè)不斷發(fā)展變化的市場(chǎng)中的地位都有著極其重要的作用�？v觀整個(gè)中國(guó)報(bào)刊業(yè),幾乎每個(gè)地區(qū)的報(bào)刊市場(chǎng)競(jìng)爭(zhēng)都呈現(xiàn)出一種白熱化狀態(tài),重慶地區(qū)也不例外,與我國(guó)其他一些發(fā)達(dá)地方的品牌報(bào)紙相比仍存在競(jìng)爭(zhēng)方式過(guò)于單一等差距,《重慶晨報(bào)》作為重慶地區(qū)數(shù)家都市報(bào)中強(qiáng)有力的競(jìng)爭(zhēng)者之一,其通過(guò)媒介活動(dòng)打造品牌價(jià)值的方式值得我們借鑒,本文的研究目的在于探究《重慶晨報(bào)》提升品牌價(jià)值的途徑。這對(duì)于整個(gè)報(bào)刊業(yè)品牌的塑造研究具有非常重要的現(xiàn)實(shí)意義和學(xué)術(shù)價(jià)值。本文主要采用比較分析法、案例分析法、歷史研究法、圖表法結(jié)合市場(chǎng)營(yíng)銷學(xué)、公共關(guān)系學(xué)、新聞傳播學(xué)以及品牌學(xué)等理論依據(jù),對(duì)《重慶晨報(bào)》通過(guò)媒介活動(dòng)提升品牌價(jià)值的整個(gè)發(fā)展歷程、所處環(huán)境、實(shí)踐經(jīng)驗(yàn)進(jìn)行分析,肯定了《重慶晨報(bào)》媒介活動(dòng)在活動(dòng)戰(zhàn)略規(guī)劃及活動(dòng)執(zhí)行等方面對(duì)品牌提升的重要作用,同時(shí)經(jīng)過(guò)梳理分析,也提出《重慶晨報(bào)》在通過(guò)媒介活動(dòng)打造品牌價(jià)值過(guò)程中存在的缺陷,如在媒介活動(dòng)策劃的效果評(píng)估與總結(jié)方面、活動(dòng)形式創(chuàng)新方面等不足之處提出一些意見。通過(guò)對(duì)《重慶晨報(bào)》打造品牌活動(dòng)經(jīng)驗(yàn)與不足的梳理,為我國(guó)報(bào)刊業(yè)提升品牌形象提供借鑒。
[Abstract]:With the progress of the times and the rapid development of science and technology, more and more new media such as network media, mobile phone media and other paper media substitutes have emerged, which makes the competition between media more intense. This makes it more and more demanding on all aspects of information, which undoubtedly intensifies the competition of the newspaper industry in the whole media market. Therefore, the possibility that the newspaper industry can only obtain competitive advantage from the collection and editing no longer exists in the past. In such a market background, the newspaper industry must ensure its competitive advantage through its comprehensive brand competition. In the face of the market environment in which the newspaper industry is easily copied, imitated and tends to homogenize the fierce competition, If the newspaper industry wants to occupy a place in the whole media industry and develop smoothly for a long time, to be different from only reporting news and making simple newspaper products, we must make great efforts to build intangible brands by looking for differentiation. This is also the most important way to establish the brand image of newspapers and periodicals. It plays an extremely important role in promoting the position of the newspaper industry in the whole developing and changing market. Throughout the whole Chinese newspaper industry, the competition in almost every region of the newspaper market presents a state of hyperthermia. Chongqing is no exception. Compared with some other developed local brand newspapers in China, there is still a gap between the competition style and so on. The "Chongqing Morning Post" is one of the strong competitors in several metropolitan newspapers in Chongqing. The way of creating brand value through media activities is worth our reference. The purpose of this paper is to explore the ways to promote the brand value of Chongqing Morning Post, which is of great practical significance and academic value to the study of the brand shaping of the whole newspaper industry. The historical research method, the chart method and the marketing, public relations, news communication and brand theory, etc., to the whole development process of promoting brand value through media activities in Chongqing Morning Post. Through the analysis of the practical experience, the paper affirms the important role of the media activities in the strategic planning and implementation of the activities, and at the same time, analyzes the importance of the media activities in the promotion of the brand. It also points out the defects in the process of building brand value through media activities, such as the evaluation and summary of the effects of media activities planning. Through combing the experience and deficiency of "Chongqing Morning Post" brand building activities, this paper provides a reference for the newspaper industry to promote the brand image of our country.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G216.2

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