《燕赵都市报》的品牌经营分析

发布时间：2018-03-29 04:32

本文选题：都市报　切入点：品牌　出处：《河北大学》2009年硕士论文

【摘要】：在河北,《燕赵都市报》是一份家喻户晓的强势媒体,2008年其品牌价值已达9.01亿元,但其发展历史并不长,它是如何从一份名不见经传的小报,发展成河北的报业龙头的呢?本文从多个方面阐述这一问题。首先分析了《燕赵都市报》品牌诞生与成长的背景,讲述了中国报纸的沿革,根据当年报业的发展状况,分析了都市报群体产生的良好外部环境；分析了《燕赵都市报》的所在地河北报业市场的竞争格局。本文将《燕赵都市报》的品牌经营策略理论化、系统化,分析了《燕赵都市报》是如何进行定位的；在成功定位后,《燕赵都市报》在树立品牌形象,坚持以内容为王,提高品牌质量,以提高自己的公信力为目标,并通过策划大型活动提高品牌影响力,进行多元化经营,来提高品牌价值方面所做的努力。最后通过对2008年的形势分析,为未来《燕赵都市报》品牌调整提出了建议。
[Abstract]:In Hebei, "Yanzhao Metropolis Daily" is a well-known strong media, its brand value has reached 901 million yuan in 2008, but its development history is not long, it is from a little-known tabloid, into Hebei's leading newspaper industry? This paper expounds this problem from many aspects. Firstly, it analyzes the background of the birth and growth of the brand of "Yanzhao Metropolis Daily", and describes the evolution of Chinese newspapers, according to the development of the newspaper industry in those years. This paper analyzes the good external environment for the emergence of the metropolitan newspaper group, and analyzes the competitive pattern of Hebei newspaper market where Yanzhao Metropolis Daily is located. This paper theorizes and systematizes the brand management strategy of Yanzhao Metropolis Daily, and analyzes how the Yanzhao Metropolis Daily is positioned. After the successful positioning, Yanzhao Metropolis Daily is establishing its brand image and insisting on content as its king. To improve brand quality, to improve their credibility as the goal, and through planning large-scale activities to enhance brand influence, diversification, to improve brand value efforts. Finally, through the analysis of the situation in 2008, some suggestions are put forward for the brand adjustment of Yanzhao Metropolis Daily in the future.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G216.3

【相似文献】