本文選題：品牌 + 品牌傳播��； 參考：《西南大學(xué)》2013年碩士論文

【摘要】：隨著我國傳媒業(yè)的企業(yè)化和市場化,當(dāng)今的媒介環(huán)境對報(bào)紙而言發(fā)生了翻天覆地的變化。傳媒品牌戰(zhàn)略的重要性日益彰顯：在媒體紛爭激烈、媒介產(chǎn)品供過于求、媒介分化加劇的市場環(huán)境中,品牌有助于提高競爭力、增強(qiáng)吸引力、維持親和力。新聞傳媒市場的競爭已經(jīng)逐漸成為品牌的較量。 《南方周末》從2002年進(jìn)行變革后的發(fā)展歷程,是我國報(bào)業(yè)產(chǎn)業(yè)化嘗試以及品牌意識變遷的一個(gè)縮影,《南方周末》從文化周報(bào)起家,轉(zhuǎn)型為社會時(shí)政周報(bào),堅(jiān)持高尚的文化品位,集聚有思想,有影響力的讀者受眾,記錄著中國的時(shí)代進(jìn)程�！赌戏街苣诽岢隽恕霸谶@里,讀懂中國”的口號,力圖在紛繁復(fù)雜的世象中勾勒出一幅清晰的中國圖景,為自己樹立了良好的品牌形象�！赌戏街苣芬幌盗小安亮疗放啤钡幕顒右策_(dá)到了預(yù)期效果,根據(jù)世界品牌實(shí)驗(yàn)室公布的“2006年中國500最具價(jià)值品牌”排行,《南方周末》品牌價(jià)值位列周報(bào)首位。 本文綜合運(yùn)用品牌學(xué)、廣告學(xué)、傳播學(xué)等學(xué)科理論從策略層面上透析《南方周末》的品牌傳播�！赌戏街苣吩�2002年轉(zhuǎn)型成為理性的嚴(yán)肅類周報(bào),開始用更專業(yè)和科學(xué)的方式進(jìn)行品牌經(jīng)營。本文首先從品牌設(shè)計(jì)、品牌定位的維度分析了《南方周末》品牌構(gòu)建的策略,隨后對《南方周末》品牌的核心價(jià)值——深度報(bào)道和新聞評論進(jìn)行了歸納總結(jié)和案例分析,重點(diǎn)研究了《南方周末》品牌傳播的主要手段——公共關(guān)系、形象廣告和用人機(jī)制三個(gè)方面,然后指出新媒體的崛起導(dǎo)致媒體競爭的加劇和傳播環(huán)境的改變,對紙媒形成了巨大的沖擊,而《南方周末》在應(yīng)對措施上也做出了有益的嘗試。 本文總結(jié)出《南方周末》品牌傳播成功的關(guān)鍵在于它完整的品牌構(gòu)建體系、靈活的市場定位策略及其多元化、多手段的傳播策略。希望對我國報(bào)紙媒體以及整個(gè)新聞媒介品牌化進(jìn)程提供借鑒和指導(dǎo)。
[Abstract]:With the commercialization and marketization of the media industry in China, today's media environment has changed dramatically. The importance of the media brand strategy is becoming more and more obvious: in the market environment with intense media disputes, oversupply of media products, and the intensifying media differentiation, the brand is helpful to improve competitiveness, enhance attraction and maintain relatives. The competition in the media market has gradually become the contest of brands.
The development course of "Southern Weekend" after the change in 2002 is the epitome of the industrialization attempt and brand consciousness change of China's newspaper industry. "Southern Weekend >" from the cultural weekly, the transformation into the social current political weekly, the noble cultural taste, the thoughtful, influential readers and the history of China. The slogan "here, read China here" has been put forward in the weekend, trying to outline a clear picture of China in the complicated and complicated world, and set up a good brand image for itself. Ranking of "value brands", "Southern Weekend" brand value ranked first in the weekly newspaper.
This article comprehensively uses the theory of brand science, advertising, communication and other disciplines to analyze the brand communication of the southern weekend from the strategic level. "Southern Weekend" has transformed into a rational serious weekly in 2002, and began to use a more professional and scientific way to carry out brand management. At the end of the week, the strategy of brand building, followed by a summary and case analysis of the core value of the Southern Weekend brand, the depth report and the news review, focused on the main means of brand communication in the Southern Weekend: public relations, image advertising and the employing mechanism in three aspects, and then pointed out that the rise of the new media led to the media. The intensification of competition and the change of communication environment have a great impact on print media.
This paper concludes that the key to the success of brand communication in the southern weekend is its complete brand building system, flexible market positioning strategy and its diversification and multi means communication strategy. We hope to provide reference and guidance to the media and the whole media brand process in China.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G219.2-F

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