本文選題：專業(yè)周刊 + CI戰(zhàn)略　； 參考：《華中科技大學(xué)》2010年碩士論文

【摘要】：《南方日報(bào)》地處廣州,是改革開放的前沿。在改革自身和調(diào)整戰(zhàn)略上,一直走在各省委機(jī)關(guān)報(bào)的前列。經(jīng)過六次改版,《南方日報(bào)》成為全國省級黨委機(jī)關(guān)報(bào)的領(lǐng)頭羊,而專業(yè)周刊的成功創(chuàng)辦和健康發(fā)展更是在各級黨報(bào)中刮起創(chuàng)辦周刊的風(fēng)潮。 本文通過引入品牌傳播中的CI戰(zhàn)略策劃的理論框架對《南方日報(bào)》專業(yè)周刊運(yùn)用文獻(xiàn)法對其辦刊理念、版面形式及內(nèi)容進(jìn)行分析。 CI戰(zhàn)略是公共關(guān)系學(xué)中的一個(gè)常用理論。雖然從對象上來看,CI戰(zhàn)略是面向員工、廣告媒體、消費(fèi)者和關(guān)系企業(yè)的一種信息傳播戰(zhàn)略,與面向編輯和記者的報(bào)紙編輯工作有著極大的不同,但是CI策略同報(bào)紙編輯工作又有很多相同的特點(diǎn):二者都具有系統(tǒng)性、同一性、差異性、和持久穩(wěn)定性的特點(diǎn)。在子系統(tǒng)的運(yùn)作上,也有相似。將CI戰(zhàn)略引入報(bào)紙編輯可以更系統(tǒng)化地對編輯工作進(jìn)行解讀。 本文首先對分析《南方日報(bào)》和專業(yè)周刊定位進(jìn)行分析,找到專業(yè)周刊自己的辦刊理念;進(jìn)而對專業(yè)周刊的版面內(nèi)容,即稿件的策劃進(jìn)行分析,通過對汽車周刊、3C周刊、廣州車市、南方樓市四大周刊內(nèi)容整合,總結(jié)出專業(yè)周刊在單篇策劃、專欄策劃以及專題策劃中,各自異同的價(jià)值取向、讀者定位和目標(biāo)定位的策劃特點(diǎn)。最后對專業(yè)周刊的視覺,即版面特點(diǎn)進(jìn)行分析,分別從各大周刊總體版面特征和各周刊區(qū)別于人的版面特色進(jìn)行分析.
[Abstract]:"Nanfang Daily" is located in Guangzhou, which is the forefront of reform and opening up. In the reform itself and the adjustment strategy, it has been in the forefront of the Provincial Committee organs. After six revisions, the Nanfang Daily has become the leader of the national provincial Party committee, and the successful establishment and health development of the professional weekly is the wind of establishing the weekly magazine in the party newspapers at all levels. Tide.
Through the introduction of CI strategic planning brand communication in the theoretical framework of the "Nanfang Daily weekly > professional use of the literature on the publication idea, layout and content analysis.
CI strategy is a common theory in public relations. Although from the object of view, CI strategy is a kind of information dissemination strategy for employees, advertising media, consumers and relations enterprises. It is very different from the editor and journalist's newspaper editing work, but the CI policy has the same characteristics as the newspaper editing work: two Have systematic, identity, difference, characteristics and stability. In system operation, there are similar. CI strategy into newspaper editors can be more systematically on the editorial work of interpretation.
First of all, this paper analyzes the location of "Southern Daily" and the professional weekly magazine, and finds out the idea of its own publication, and then analyzes the layout of the page of the professional weekly, that is, the planning of the manuscript. Through the integration of the four weekly magazines of the automobile weekly, 3C weekly, Guangzhou car market and the southern property market, the professional weekly is summed up in a single plan. In the column planning and the thematic planning, the value orientation of the differences and similarities, the orientation of the readers and the planning characteristics of the target orientation. Finally, the vision of the professional weekly, that is, the features of the layout, is analyzed from the general layout features of the weekly magazines and the differences between the weekly magazines and the people's layout.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G213

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