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《新周刊》品牌策略研究

发布时间:2018-08-26 15:36
【摘要】: 本文将品牌的概念引入传媒领域,选取典型案例分析媒介产品在不同生命周期所呈现的特征、发展规律及应对策略,探讨市场经济环境下,我国期刊媒介走品牌化发展的渠道和思路。 诞生于1996年的《新周刊》是我国时事生活类期刊的典范。其发展轨迹、办刊理念及品牌推广有着自成体系的操作模式。本论文通过研究其不同时期的发展,及其品牌核心要素的建立维护,对这一典型媒介品牌进行解读。 本论文包括三部分。第一部分对《新周刊》杂志各个生命周期的品牌发展进行分析,包括引入期、转型期、成长期和成熟期。第二部分对《新周刊》的风格定位、内容特点、创新性、推广策略等媒介品牌的运作进行分析,梳理其品牌美誉度建立的过程。第三部分主要对品牌化发展策略下《新周刊》杂志的发展前景进行展望,并尝试对其存在的问题提出应对思路。
[Abstract]:This paper introduces the concept of brand into the field of media, selects typical cases to analyze the characteristics of media products in different life cycles, development rules and countermeasures, and discusses the market economy environment. The channel and train of thought of periodical media brand development in our country. New Weekly, born in 1996, is the model of current affairs and life journals in China. Its development track, running philosophy and brand promotion has its own system of operation mode. This paper analyzes the typical media brand by studying its development in different periods and the establishment and maintenance of its core elements. This paper includes three parts. The first part analyzes the brand development of each life cycle of New Weekly magazine, including the period of introduction, the period of transition, the period of growth and the period of maturity. The second part analyzes the style orientation, content characteristics, innovation, promotion strategy and other media brand operation, combing the process of establishing brand reputation. The third part mainly looks forward to the prospect of the magazine under the brand development strategy, and tries to put forward the countermeasures to the existing problems.
【学位授予单位】:兰州大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:G237.5-F

【引证文献】

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本文编号:2205347


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