本文關(guān)鍵詞： 營銷 品牌 鄂爾多斯日報　出處：《內(nèi)蒙古財經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在經(jīng)濟文化飛速發(fā)展的當今社會,數(shù)字、網(wǎng)絡(luò)等新型媒體的出現(xiàn),使得報紙、書刊、廣播等媒介成為傳統(tǒng)媒體。雖然紙媒在其思想性、權(quán)威性和公信力等方面有著不可替代的優(yōu)勢,但由于新媒體更加迎合現(xiàn)代社會個性化、碎片化的傳播需求,特別是受到廣大年輕讀者的廣泛認可,報紙產(chǎn)業(yè)正在遭受巨大的沖擊,面臨著極其激烈的競爭形勢和競爭環(huán)境。報紙品牌是報紙具有核心競爭力的重要體現(xiàn),也是報紙在激烈的媒體競爭中長久立于不敗之地、實現(xiàn)可持續(xù)性發(fā)展的必要條件。報紙品牌的塑造、推廣和維護是一個系統(tǒng)性、持續(xù)性、戰(zhàn)略性工程。因此,在新的媒體環(huán)境下,傳統(tǒng)報紙如何在激烈的競爭中找到最合適的品牌發(fā)展定位,做好最優(yōu)的調(diào)適,獲得持續(xù)的競爭優(yōu)勢,是一個關(guān)乎黨報生死存亡有待解決的重大課題。本論文以《鄂爾多斯日報》為研究對象,以品牌營銷理論為理論基礎(chǔ),運用文獻收集、PEST、波特競爭力模型分析的方法對新媒體背景下《鄂爾多斯日報》的品牌發(fā)展策略進行了深入研究。首先,從宏觀環(huán)境和微觀環(huán)境兩方面對《鄂爾多斯日報》實施品牌營銷的環(huán)境進行了分析,明晰了鄂爾多斯日報品牌建設(shè)在政治、經(jīng)濟、文化、科技環(huán)境四個方面所面臨的機遇和挑戰(zhàn),分析了消費者對《鄂爾多斯日報》的利益訴求,對比了各類型競爭者的優(yōu)勢和劣勢。其次,對《鄂爾多斯日報》品牌競爭力的內(nèi)在要素和市場表現(xiàn)進行了分析,具體論述了鄂爾多斯日報品牌競爭力得以形成的行政資源、權(quán)威性內(nèi)容等資源性要素,地區(qū)特色、民族特色等本質(zhì)性要素,可讀性、親和性等核心性要素,以及在市場占有率、超額利潤獲取能力、知名度、美譽度方面的發(fā)展?jié)摿�。最�?根據(jù)分析結(jié)果,結(jié)合《鄂爾多斯日報》的內(nèi)外部資源條件,重點論述《鄂爾多斯日報》的品牌塑造、品牌推廣以及擴大品牌優(yōu)勢的發(fā)展建議,為《鄂爾多斯日報》的品牌發(fā)展制定了詳細的品牌發(fā)展策略。本文的研究結(jié)果對《鄂爾多斯日報》的品牌建設(shè)實踐有較強地指導(dǎo)作用,并對其它地方黨報實施品牌發(fā)展策略具有一定的參考價值,對于傳統(tǒng)報紙在新媒體中的營銷也具有現(xiàn)實意義。
[Abstract]:In today's society with the rapid development of economy and culture, the emergence of new media such as digital, Internet and so on has made newspapers, books and magazines, radio and other media become the traditional media. Although the paper media is in its ideological content, Authority and credibility have irreplaceable advantages, but because the new media more cater to the individuation of modern society, fragmentation of the communication needs, especially by the vast number of young readers widely recognized, The newspaper industry is suffering tremendous impact, facing the extremely fierce competition situation and the competitive environment. The newspaper brand is an important embodiment of the newspaper's core competitiveness, and it is also the newspaper in the fierce media competition long standing in the invincible position. The building, promotion and maintenance of newspaper brands is a systematic, sustainable and strategic project. Therefore, in the new media environment, How to find the most suitable brand development orientation in the fierce competition, how to make the best adjustment, and how to obtain the sustainable competitive advantage. This paper takes Ordos Daily as the research object and takes the brand marketing theory as the theoretical basis. This paper studies the brand development strategy of Ordos Daily under the background of new media by using the methods of literature collection (pest) and Porter's competitiveness model. First of all, the paper studies the brand development strategy of Ordos Daily under the new media background. This paper analyzes the environment in which the Ordos Daily implements brand marketing from the macro and micro environment, and clarifies the political, economic and cultural aspects of the brand construction of Ordos Daily. The opportunities and challenges faced by the four aspects of the scientific and technological environment are analyzed, and the interests of consumers in Ordos Daily are analyzed, and the advantages and disadvantages of each type of competitors are compared. Secondly, This paper analyzes the internal factors and market performance of the brand competitiveness of Ordos Daily, and discusses in detail the administrative resources, authoritative contents, and regional characteristics of the brand competitiveness of Ordos Daily. National characteristics and other essential elements, readability, affinity and other core elements, as well as the market share, excess profit acquisition ability, popularity, reputation. Finally, according to the analysis results, Combined with the internal and external resource conditions of Ordos Daily, this paper focuses on the suggestions of brand shaping, brand promotion and expansion of brand advantages of Ordos Daily. The detailed strategy of brand development has been established for the brand development of Ordos Daily. The research results of this paper have a strong guiding effect on the brand construction practice of Ordos Daily. It also has some reference value for the implementation of brand development strategy in other local party newspapers, and also has practical significance for the marketing of traditional newspapers in the new media.
【學(xué)位授予單位】：內(nèi)蒙古財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G216.2
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本文編號：1537047