《南方周末》品牌形象塑造的路径研究

发布时间：2018-03-24 01:24

本文选题：南方周末　切入点：品牌形象　出处：《西北大学》2008年硕士论文

【摘要】： 报业竞争中的报纸品牌竞争是非常重要的一方面,报纸品牌竞争的关键则是如何去塑造符合自己的品牌形象,最重要的是从哪些路径入手去塑造自己的品牌形象。《南方周末》作为一份具有23年发展历史的周报,其发展过程蕴含着很多思考。现今,关于《南方周末》的研究主要集中在对其报道内容和版面的研究上,特别是对其报道特色和版面特色的分析。其中已有的关于《南方周末》品牌形象的研究更多的是研究其如何去“维护”品牌形象,是一种先入为主的立场。本文的研究旨趣恰恰与之相反,关注的是《南方周末》如何塑造了自己的品牌形象,特别是塑造过程中所经过的“路径”。在方法的运用上,本文力求通过多个个案,以历史性、历时性的的立场,考察“文本”中蕴含的精神品质。将品牌形象的研究集中在“精神文化方面”。通过这样的研究,本文希冀获得报纸品牌形象塑造的一般规律,为相关研究提供借鉴和启示。在此,“路径”是本文笔墨的着力点所在,也是本文的基本写作框架。引言首先进行相关研究介绍;第二部分,本文将着重关注品牌及品牌形象:第三部分,本文将考察《南方周末》品牌形象塑造的历史性积淀;第四部分,本文将考察《南方周末》品牌形象塑造的特殊路径取向——知识分子撰稿人;第五部分,本文将在选题的线索下考察《南方周末》新年特刊和对其形象广告做一番研究。其中第三、四、五部分是本文的重点。
[Abstract]:The competition of newspaper brand in newspaper competition is very important on one hand, and the key of newspaper brand competition is how to create a brand image that accords with its own. The most important thing is to start with the ways to build our brand image. As a weekly newspaper with a history of 23 years, the development of Southern weekend contains a lot of thinking. The research on Southern weekend is mainly focused on the content and layout of its reports. In particular, the analysis of its reporting features and layout features. Among them, the existing research on the brand image of "Southern weekend" is more about how to "maintain" the brand image. The research purport of this paper is just the opposite, which focuses on how the Southern weekend has created its own brand image, especially the "path" in the process of molding. In the application of the method, this paper tries to examine the spiritual quality contained in the text from a historical and diachronic standpoint through a number of cases, and focuses the research on the brand image on the "spiritual culture". This article hopes to obtain the general law of newspaper brand image shaping, and provides reference and enlightenment for related research. Here, "path" is the focus of this paper, and it is also the basic writing frame of this paper. The second part, this paper will focus on the brand and brand image: the third part, this paper will examine the historical accumulation of the brand image of "Southern weekend"; the fourth part, This paper will examine the special path of the brand image of the Southern weekend-the intellectual writer; part five, This paper will examine the New year's special issue of Southern weekend and do some research on its image advertisement under the clue of selecting the topic, among which the third, fourth and fifth parts are the key points of this paper.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G237.5

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