BBS对报纸品牌构建的影响及对策研究

发布时间：2018-05-01 18:03

本文选题：论坛 + 品牌建设　；参考：《浙江大学》2008年硕士论文

【摘要】： 纸媒联手新媒体,由此兴起的报网互动战略正在如火如荼地进行中。在报网互动的探索中,报纸网站的BBS对提升报纸竞争力的价值逐渐突显,而BBS到底如何提升报纸竞争力,已经成为当下迫切需要解决的现实发展问题。BBS对于提升报纸竞争力的重要作用主要体现在其对报纸品牌形象建设的有效推动上,本文通过对《钱江晚报》、《都市快报》BBS的定性与定量分析来研究BBS如何影响报纸品牌形象建设。特别需要指出的是,本文研究的报纸主要是指都市报。BBS中的参与者,是媒体主动的参与者,而不是被动的接受者,因此,在本文中对BBS的参与者称为网民。《今日美国》资深记者凯文·曼妮(Kevin Maney,1997)在其著作《大媒体潮》中预测,21世纪的媒介品牌将成为激烈的战场,无论是同类媒介品牌之间的竞争,还是新兴媒介品牌对传统媒介品牌资源的争夺,都将会使媒介市场更加不平静。这种不平静在新媒体异军突起的时代,已经变得愈加明显。随着全国性报纸的迅速衰落,区域性报纸迅速形成诸侯各霸一方的报业新格局。多数成功的媒体都经历了由“原始积累”到“回收成本逐渐赢利”,再到“品牌经营”的阶段,一旦广告、发行量上升并趋于稳定之后,报纸的竞争核心就转移到品牌维护、管理、增值、扩张以及品牌的创新上。而报纸品牌的提升,则归决于一个报业品牌能否在市场允许的时间和空间内实现最大创新。在新旧交替的传媒转型期,报纸能否更加完善的巩固自己的品牌,并利用各自的品牌优势挖掘更大的价值,将成为媒体未来长时间内竞争的核心。目前报纸与网络所作的尝试,已经让报纸兴奋不已。无论是意识上,还是在实际行为中,各报纸都非常重视品牌建设,并不同程度地将自己与网络联姻,同时拓展与网上用户的交互平台。可以说,对论坛建设的愈加重视,是报纸品牌建设上迈出的一大步。本文通过研究分析都市快报19楼与钱报论坛对各自报纸品牌建设的影响,探析BBS在报纸品牌建设中的正负效应,在此基础上,探讨依托BBS最大限度促进报纸品牌建设深入进行的对策,以促进BBS在品牌建设上的实际效用,推动报网互动深入发展。从而实现报纸在新媒体竞争时代增强自身品牌竞争力和核心价值的目标,为报纸找到新的发展平台和可以突破的新空间。
[Abstract]:The paper media teamed up with the new media, the rising interactive strategy is in full swing. In the exploration of newspaper network interaction, the value of BBS on newspaper website to enhance newspaper competitiveness is gradually highlighted, and how does BBS really enhance newspaper competitiveness? The important role of BBS in promoting newspaper competitiveness is mainly reflected in its effective promotion of newspaper brand image construction. Through qualitative and quantitative analysis of Qianjiang Evening News and Metropolitan KuaiBao, this paper studies how BBS affects newspaper brand image construction. It is especially important to point out that the newspapers studied in this paper mainly refer to the participants in the Metropolis Daily. BBS, they are the active participants of the media, not the passive recipients. Therefore, the participants in this paper are called the Internet users. "USA Today" veteran journalist Kevin Maneyn 1997) predicts in his book "the Big Media surge" that media brands in the 21st century will become fierce battlefields, regardless of competition among similar media brands. Or new media brand to the traditional media brand resources competition, will make the media market more restless. This kind of restlessness in the new media sudden emergence, has become increasingly obvious. With the rapid decline of national newspapers, regional newspapers quickly formed a new pattern of princes. Most successful media have gone through a period from "primitive accumulation" to "gradually profitable recovery costs," and then to "brand management." once advertising, circulation increases and tends to stabilize, the core competition of newspapers shifts to brand maintenance. Management, value addition, expansion and brand innovation. The promotion of newspaper brand depends on whether a newspaper brand can achieve maximum innovation in the time and space allowed by the market. In the transition period of new and old media, it will be the core of the media competition in the future whether newspapers can consolidate their brands more perfectly and use their brand advantages to excavate greater value. At present, newspapers and the network of attempts to make newspapers excited. In both consciousness and practice, newspapers attach great importance to brand building, marry themselves with the network to different degrees, and expand the interactive platform with online users at the same time. It can be said that the growing importance of the forum construction is a big step forward in newspaper brand building. Based on the analysis of the influence of KuaiBao 19th floor and Qianbao Forum on the brand construction of newspapers, this paper analyzes the positive and negative effects of BBS in the construction of newspaper brands. In order to promote the actual utility of BBS in brand construction and promote the interactive and in-depth development of newspaper network, this paper probes into the countermeasures to promote the further construction of newspaper brand by relying on BBS. In order to achieve the goal of enhancing their brand competitiveness and core value in the era of new media competition, newspapers can find a new development platform and breakthrough new space.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F49;G219.2-F

【引证文献】