第一财经品牌战略运作研究

发布时间：2018-05-27 00:41

本文选题：第一财经 + 品牌战略　；参考：《大连理工大学》2010年硕士论文

【摘要】： 第一财经作为传播专业财经新闻、财经信息和财经资讯的新兴媒介,利用上海显著的地缘优势,跻身权威的财经信息发布、财经资讯服务和财经公关产品供应领域,通过其电视、广播、网络、报纸、期刊等各种媒介渠道为全球华人提供投资资讯。通过跨媒体跨地域和跨行业的品牌传播战略,与国内外的主流财经媒介建立了战略合作伙伴关系,确立了其权威的专业财经媒介的地位。尤其是与道琼斯合作的“第一财经中国600行业领先指数”,使第一财经向国际财经媒介市场迈出了至关重要的一步。笔者运用理论研究和调查分析的方法,借助战略管理学中品牌战略管理的相关知识,试图通过对第一财经品牌战略的运作实践,及运作机制研究,针对其品牌战略运作过程中存在的问题及原因分析,提出一些改进策略,包括以下几个方面：(一)国家政策上应该在直播卫星管制、传媒上市管制及主流媒体财经信息披露权制度等领域提供支持与鼓励；(二)调整品牌定位战略。受众定位方面有所创新,争取更多的潜在受众；第一财经应把主要资源集中在大众传媒领域,明确自己的主营业务定位,也就是说应该更注重对内容专业性与权威性的提升,而不是一味的追求外部的品牌宣传。(三)提高自身竞争力。在公司内部组建专门的品牌管理机构,从制度、职能层面确保品牌战略的有效实施；争取提供更具权威性的自主产权产品,以扩大社会影响力和提高公信力。在现今竞争激烈的媒介市场,市场进入壁垒的降低造成产品替代和重叠现象严重,要想阻滞竞争对手的替代威胁,降低信息供应成本等,必须要有自己独特的品牌个性和创新的产品与服务。
[Abstract]:As a new medium for the dissemination of information , financial information and financial information , the first financial and financial industry has made use of Shanghai ' s remarkable geo - edge advantages to provide investment information for global Chinese through various media channels such as TV , radio , network , newspaper and periodicals . Through cross - media cross - regional and cross - industry brand communication strategy , the status of its authoritative professional financial media is established . Especially , the first financial and financial China 600 industry leading index of cooperation with Dow Jones has made the first financial and economic media market a crucial step .

Based on the theory research and the method of investigation and analysis , the author tries to provide some improvement strategies , including the following aspects : ( 1 ) the national policy should provide support and encouragement in the fields of direct broadcast satellite control , media listing control and information disclosure of mainstream media ;
( 2 ) To adjust brand positioning strategy .
The first financial and economics should concentrate the main resources in the field of mass media , clarify its main business orientation , that is to say , it should pay more attention to the promotion of content professionalism and authority , not the pursuit of external branding .
In order to provide more authoritative independent property rights products to expand the social influence and improve the credibility . In today ' s competitive media market , the reduction of market entry barriers results in serious product substitution and overlapping phenomenon . In order to block the alternative threat of competitors and reduce the cost of information supply , it is necessary to have their own unique brand personality and innovative products and services .
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2

【参考文献】