论中国英文报纸的品牌传播

发布时间：2018-05-24 22:23

本文选题：品牌传播 + 中国英文报纸　；参考：《上海外国语大学》2008年硕士论文

【摘要】： 品牌起初作为一个经济管理学方面的概念出现,现在越来越多地被运用到媒介的管理上来。传媒的品牌化运作既是经济社会发展的需要,也是激烈的市场竞争的必然结果,它是一项系统工程,贯穿采编、发行、广告各个环节,同时也会对发行和广告产生直接有效的作用,最终影响传媒的实力和竞争力。在全球化与市场化的作用下,中国英文报纸也开始进入市场竞争的潮流中,品牌传播对中国英文报纸的经营和发展起着重要的作用。基于此研究意义,本论文以中国英文报纸的品牌传播为研究对象,这里的英文报纸主要是指现阶段中国大陆的新闻类英文报纸。目的是研究中国英文报纸如何进行品牌传播,优化传播的效果,以增加品牌的知名度、美誉度、联想度和忠诚度。本论文根据传播学中信息在“信源”和“信宿”间循环往复传递的模式,通过对“信源”和“信宿”的详细论述来探讨二者之间的互动关系,紧密结合中国英文报纸在功能和受众群体方面的特殊性,研究品牌经营者如何使品牌信息更好地传达给受众。“信源”指品牌经营者,它包括报纸采编系统、广告销售系统和发行系统。“信宿”指品牌信息的接收者和反馈者,它包括英文报纸的读者(包括潜在读者)、广告主和竞争对手。本论文运用品牌学的理论,结合传媒经营实践,从品牌塑造和品牌营销两方面提炼出中国英文报纸品牌传播的策略。在品牌塑造上,对品牌定位、品牌识别和品牌价值进行分别论述。在品牌营销上,选取了传媒品牌实践中三种有效的营销手段:整合营销、事件营销和关系营销。在品牌塑造和品牌营销章节的末尾,分别引用了成功传媒的品牌传播和营销的案例来进一步说明所述观点。本论文主要采用了定性研究的方法,并穿插少量的定量研究和个案研究,定量研究和个案研究都是在定性研究的基础上进行,并且为定性研究的论点提供论据。作者写此文希望能引起新闻界对英文报纸品牌传播更多的关注,起到抛砖引玉的作用,对中国英文报纸的发展起到一点参考作用。
[Abstract]:Brand as an economic management concept, now is increasingly used in media management. The brand operation of the media is not only the need of economic and social development, but also the inevitable result of the fierce market competition. It is a systematic project that runs through various links of collection, editing, distribution and advertising. At the same time, it will have a direct and effective effect on the distribution and advertising, and ultimately affect the strength and competitiveness of the media. Under the effect of globalization and marketization, Chinese English newspapers have also begun to enter the trend of market competition. Brand communication plays an important role in the management and development of Chinese English newspapers. Based on the significance of this study, this thesis focuses on the brand communication of Chinese English newspapers, which mainly refer to the news English newspapers in mainland China at the present stage. The purpose of this paper is to study how Chinese English newspapers spread their brands and optimize their effects so as to increase their popularity, reputation, association and loyalty. According to the mode of information circulatory transmission between "information source" and "information house" in communication science, this paper discusses the interactive relationship between "information source" and "information house" through the detailed discussion of "information source" and "information house". Combining closely with the particularity of Chinese English newspaper in function and audience, this paper studies how the brand manager can better convey the brand information to the audience. "Xinyuan" refers to the brand operator. It includes newspaper collection and editing system, advertising sales system and distribution system. The term "deposit" refers to the receiver and the feedback of brand information. It includes readers (including potential readers, advertisers and competitors) of English newspapers. Based on the theory of brand theory and the practice of media management, this paper abstracts the strategy of brand communication of Chinese English newspaper from the aspects of brand building and brand marketing. In brand shaping, brand positioning, brand recognition and brand value are discussed separately. In brand marketing, three effective marketing methods are selected in media brand practice: integrated marketing, event marketing and relationship marketing. At the end of the chapter of brand building and brand marketing, the author cites the case of brand communication and marketing of successful media to further illustrate the viewpoint. This paper mainly adopts the qualitative research method, and intersperses a small amount of quantitative research and case study. Both quantitative research and case study are carried out on the basis of qualitative research, and provide arguments for the argument of qualitative research. The author hopes to draw more attention from the press to the brand spread of English newspapers, play an important role in the development of English newspapers in China, and play a reference role in the development of English newspapers in China.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G219.1-F;G206

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