新闻媒体品牌研究
发布时间：2018-08-17 19:08
【摘要】： 传媒产业已经进入品牌竞争时代。在媒体数量众多、竞争日趋激烈的情况下,只有品牌才是媒体摆脱产品同质化,取得胜利的关键因素。但是由于我国新闻媒体引进品牌的时间并不长,很多领导者的品牌意识淡薄,缺乏经验,而这方面的理论成果也不是很丰富。本文把企业品牌理论引入传媒产业,在个案研究的基础上,结合传媒的特点和大量的品牌实践活动,总结出了媒体品牌运营的基本规律和操作流程,并对面临情况提出了相应对策。 与商业品牌相比,媒体品牌有它的特殊内涵,除了注重经济效益,更要注重社会效益。媒体品牌的建设是一个长期的过程,需要媒体提出品牌战略,并建立相应的品牌管理机构和制度。品牌的创立首先要建立品牌识别系统,在此基础上,通过广告、公共关系、社会活动等相关方式进行品牌推广。在品牌发展壮大进入成熟期后,可以在母品牌的基础上进行延伸,以此来充分利用品牌资源的优势。品牌建立之后还需要维护,尤其需要通过法律手段来保护自己的品牌资产。品牌的长久发展离不开创新。在目前互联网经济迅速发展,我国已加入世贸组织的情况下,我国媒体品牌的国际化乃必然趋势。 本文分为三大部分。第一章为第一部分,介绍了品牌的定义,媒体品牌的特征,目前我国品牌运营面临的问题和意义;第二部分包括二、三、四三章,是品牌运作的大体过程,包括品牌的创立、延伸和维护;第三部分即最后一章,探讨了我国传媒品牌的国际化问题。
[Abstract]:Media industry has entered the era of brand competition. In the case of numerous media and increasingly fierce competition, only the brand is the key factor for media to get rid of product homogeneity and win. However, because the time of introducing brand in Chinese news media is not long, many leaders have weak brand consciousness and lack of experience, and the theoretical results in this respect are not very rich. This paper introduces the enterprise brand theory into the media industry, on the basis of the case study, combined with the characteristics of the media and a large number of brand practice activities, summed up the media brand operation of the basic law and operation process. And put forward the corresponding countermeasure to face the situation. Compared with commercial brand, media brand has its special connotation, not only to pay attention to economic benefit, but also to pay attention to social benefit. The construction of media brand is a long-term process, which requires media to put forward brand strategy and establish corresponding brand management institutions and systems. The first step is to establish brand identification system. On this basis, brand promotion is carried out through advertising, public relations, social activities and other related ways. After the development and development of the brand, it can be extended on the basis of the mother brand, so as to make full use of the advantages of the brand resources. The brand needs to be maintained after its establishment, especially through legal means to protect its brand assets. The long-term development of the brand can not be separated from innovation. With the rapid development of Internet economy and China's entry into WTO, the internationalization of Chinese media brands is an inevitable trend. This paper is divided into three parts. The first chapter is the first part, which introduces the definition of brand, the characteristics of media brand, the problems and significance of brand operation in our country at present. The second part includes two, three and three chapters, which is the general process of brand operation, including the establishment of brand. The third part, the last chapter, discusses the internationalization of Chinese media brands.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G210-F
[Abstract]:Media industry has entered the era of brand competition. In the case of numerous media and increasingly fierce competition, only the brand is the key factor for media to get rid of product homogeneity and win. However, because the time of introducing brand in Chinese news media is not long, many leaders have weak brand consciousness and lack of experience, and the theoretical results in this respect are not very rich. This paper introduces the enterprise brand theory into the media industry, on the basis of the case study, combined with the characteristics of the media and a large number of brand practice activities, summed up the media brand operation of the basic law and operation process. And put forward the corresponding countermeasure to face the situation. Compared with commercial brand, media brand has its special connotation, not only to pay attention to economic benefit, but also to pay attention to social benefit. The construction of media brand is a long-term process, which requires media to put forward brand strategy and establish corresponding brand management institutions and systems. The first step is to establish brand identification system. On this basis, brand promotion is carried out through advertising, public relations, social activities and other related ways. After the development and development of the brand, it can be extended on the basis of the mother brand, so as to make full use of the advantages of the brand resources. The brand needs to be maintained after its establishment, especially through legal means to protect its brand assets. The long-term development of the brand can not be separated from innovation. With the rapid development of Internet economy and China's entry into WTO, the internationalization of Chinese media brands is an inevitable trend. This paper is divided into three parts. The first chapter is the first part, which introduces the definition of brand, the characteristics of media brand, the problems and significance of brand operation in our country at present. The second part includes two, three and three chapters, which is the general process of brand operation, including the establishment of brand. The third part, the last chapter, discusses the internationalization of Chinese media brands.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G210-F
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