媒体品牌战略研究

发布时间：2018-02-21 03:22

本文关键词： 品牌品牌战略定位品牌传播品牌延伸　出处：《中央民族大学》2008年硕士论文　论文类型：学位论文

【摘要】： 上世纪末以来,我国的媒体产业也像其他行业一样,经历着从垄断型、行政型的机关运行机制向竞争型的市场机制转化的过程。随着媒介产业化的发展,媒体的整个运作方式会更加遵循产业的规律,从过去的经营单一产品转向经营产品线或产品群(如专业化频道、系列报道等)。而在媒体的经营管理方面,成本收益、营销渠道、品牌打造等企业才津津乐道的法则也会很快被媒体所移植。 “品牌”一直作为企业营销的一种重要手段,为企业带来消费者忠诚和偏好。同样,品牌经营也成为媒体赢得受众持续注意力的资源。中国人民大学舆论研究所的研究表明,具有品牌效应的“名牌”报纸是读者青睐的对象。品牌代表着受众对媒介的认知、信任及感情,代表着媒介经营者与受众之间所建立的关系,代表着媒介实体在媒介市场的地位,因此品牌是媒介无形资产的标志,媒体建立品牌战略对媒体的生存发展尤为关键。由于中国传媒业的市场化起步相对较晚,媒体意识到品牌对自身发展的价值和意义也是最近几年才有的事。目前虽然传媒一线和理论界已有一些人在讨论传媒品牌建设的问题,但总体而言媒体对建立品牌战略认识还较模糊。中国媒体在品牌建设道路上遇到很多问题,急需结合理论和实践,找出适合中国媒体的品牌建设之路。作者在论文的写作过程中,参考了国内外媒介经营管理著作中的相关论述,如中国传媒大学传媒经济研究所所长周鸿铎教授主编的《传媒产业经营实务》、传媒经济丛书1-8卷和《媒介经营与管理》(上、中、下辑,共12卷)、《媒介产业案例分析》等书中都有专门的篇章论述媒介品牌建设。这些章节多将媒介品牌建设当作一种媒介经营战略提出,从媒介品牌定位、CI建立、媒介品牌形象塑造等角度,务实地提出怎样进行媒介品牌战略。虽然论述的篇幅较为简短,也不够深入,但为本篇论文的写作提供了一定的思路。此外,笔者还借鉴了相关研究领域,特别是市场营销、公关关系、品牌学等学科的理论和研究方法。在材料搜集方面,笔者通过查阅相关文献、媒体报道以及书籍等,获得国际媒体集团、我国相关媒体高层有关媒介品牌化经营方面的论述及其在公开场合的讲话。本文从媒体品牌战略的内涵、特点和意义入手,首先分析了中国媒体品牌战略的历史、现状和问题;进而剖析了媒体制定品牌战略的依据、媒体品牌的构成要素和影响品牌的因素;最后就媒体如何实施品牌战略提出了建议:即在充分市场研究的基础上,按照媒体定位创建媒体特色及品牌识别系统,充分运用多种方式进行品牌宣传推广以及合理地进行品牌延伸。本文作者具有企业品牌传播的实战经验,对企业品牌创建、品牌推广有一定了解。此篇论文是作者从理论层面对媒体品牌经营战略的初探,由于作者认知和实践方面的局限,还有待提高。
[Abstract]:Since the end of last century, China's media industry is also like other industries, experience from the process of administrative monopoly, the authority operation mechanism of market mechanism into the competition type transformation. With the development of the media industry, the media operation will be more industry to follow the law, business product or product group turn from the past single business products (such as professional channel, a series of reports etc.). And in the management of media, cost benefit, marketing channels, brand building and other enterprises to relish the law will soon be transplanted by the media.
"Brand" has been used as an important means of enterprise marketing, bring consumer loyalty and preference for enterprises. Also, brand management has become the media to win the audience sustained attention resources. Public Opinion Research Institute of Renmin University of China showed that with the brand "brand" is the object of newspaper readers of all ages. The brand represents the cognition of the media the audience, trust and affection, represents the relationship established between media operators and audience, represents the media entity in the media market position, so the brand is a symbol of the intangible assets of the media, the media set the brand strategy to the survival and development of the media is particularly critical.
Since the market started relatively late China media industry, media to realize the brand value and meaning of its development is only in recent years. Although there have been some media line and the theoretical discussion in the media brand building, but overall media to build the brand strategic understanding is still vague. China media encounter a lot of problems in the brand building on the road, need to find a suitable combination of theory and practice, Chinese media brand building the road.
The author in the process of writing the paper, with reference to the relevant discussion of domestic and foreign media management works, such as the chief editor of Economic Research Institute of Communication University of China professor Zhou Hongduo's "media media industry practice of Media Economy Series Volume 1-8 >, and < > (media operation and management, in the next series, a total of 12 volumes). A special chapter of < media brand construction of media industry case analysis > book. These chapter will be multi media brand construction as a media from the media business strategy, brand positioning, brand image of CI is established, the media point of view, put forward how to carry out pragmatic media brand strategy. Although the relatively short length also, not deep enough, but provided some thoughts for the writing of this thesis. In addition, the author also draws on relevant research fields, especially in marketing, public relations, brand science theory and research In terms of material collection, I get relevant media, media reports, books and so on. I get the presentation and public speaking of international media group, media related brands in China.
This article from the connotation of media brand strategy, starting with the characteristics and significance, firstly analyzes the Chinese media brand strategy of history, current situation and problems; and then analyzes the media brand strategy for media brand elements and brand influence factors; finally the media how to implement the brand strategy and puts forward some suggestions: Basic research in fully on the market, create the media characteristics and brand recognition system according to the position of media, make full use of various forms of brand promotion and rational brand extension.
The author has practical experience in brand communication, and has a certain understanding of brand building and brand promotion. This paper is a preliminary exploration of the brand management strategy of the media from the theoretical level, because the limitations of the author's cognition and practice need to be improved.

【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G206-F

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