《每日新报》品牌策略研究
发布时间：2018-09-19 05:50
【摘要】： 当今报纸传媒经营环境已经发生了显著的变化。报纸产品的同质化现象日益严重,受众正变得更加主动和多元,这些都促使着报纸必须以全新的视角来管理和发展自己,方能在竞争中立于不败之地。随着我国媒体的企业化和市场化,报纸传媒品牌战略的重要性日益彰显。 《每日新报》创刊于2000年1月1日,从创刊的那一刻起,就注重创建自己的品牌,形成自己鲜明的品牌个性。《每日新报》以“主流媒体大众新闻”为办报宗旨,全力追求“出报最早、新闻最快、信息最全”,至今创刊8年,创造了全国报业的一个超常规发展的奇迹,发行量、广告收入、经济效益、市场地位均跃居中国报业前列。被誉为“中国成长最快的报纸”。因而,选取它作为报纸品牌战略研究的个案,更具有理论意义和实践意义。 本文以品牌定位策略为基点,从《每日新报》品牌运作的规律、品牌个性、品牌营销、品牌推广等方面,对《每日新报》品牌策略进行了深入的研究。同时本文对该报的品牌营销和推广策略也作了一定的归纳和评论,其中的一些特色措施可以作为报纸品牌建设的一般性经验为其他报纸媒体所借鉴。当然,作为个案研究必不可少的一部分,本文最后也指出了《每日新报》当前面临的一些问题,并相应地给出一点建议,权作一家之言。
[Abstract]:Nowadays, the newspaper media business environment has undergone significant changes. The homogeneity of newspaper products is becoming more and more serious, and the audience is becoming more active and diverse. All of these urge newspapers to manage and develop themselves from a new perspective in order to be invincible in the competition. With the commercialization and marketization of the media in China, the importance of the brand strategy of the newspaper media is becoming more and more obvious. The Daily News was launched on January 1, 2000. From the moment of its inception, it has paid attention to building its own brand. The Daily News takes "mainstream media mass news" as its tenet to run the newspaper, striving to pursue "the earliest newspaper, the fastest news, the most complete information", which has been published for 8 years. It has created a miracle of the extraordinary development of the national newspaper industry. The circulation, advertising revenue, economic benefit and market position have all leapt to the top of the Chinese newspaper industry. Known as "China's fastest growing newspaper." Therefore, it is of theoretical and practical significance to select it as a case study of newspaper brand strategy. Based on the brand positioning strategy, this paper makes a deep research on the brand strategy from the aspects of the law of brand operation, brand personality, brand marketing, brand promotion and so on. At the same time, this paper also makes a certain summary and comments on the marketing and promotion strategies of the newspaper brand, and some of the special measures can be used as the general experience of the newspaper brand construction for reference by other newspaper media. Of course, as an indispensable part of the case study, this paper also points out some current problems faced by the Daily News, and gives some suggestions accordingly.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G219.24
本文编号：2249230
[Abstract]:Nowadays, the newspaper media business environment has undergone significant changes. The homogeneity of newspaper products is becoming more and more serious, and the audience is becoming more active and diverse. All of these urge newspapers to manage and develop themselves from a new perspective in order to be invincible in the competition. With the commercialization and marketization of the media in China, the importance of the brand strategy of the newspaper media is becoming more and more obvious. The Daily News was launched on January 1, 2000. From the moment of its inception, it has paid attention to building its own brand. The Daily News takes "mainstream media mass news" as its tenet to run the newspaper, striving to pursue "the earliest newspaper, the fastest news, the most complete information", which has been published for 8 years. It has created a miracle of the extraordinary development of the national newspaper industry. The circulation, advertising revenue, economic benefit and market position have all leapt to the top of the Chinese newspaper industry. Known as "China's fastest growing newspaper." Therefore, it is of theoretical and practical significance to select it as a case study of newspaper brand strategy. Based on the brand positioning strategy, this paper makes a deep research on the brand strategy from the aspects of the law of brand operation, brand personality, brand marketing, brand promotion and so on. At the same time, this paper also makes a certain summary and comments on the marketing and promotion strategies of the newspaper brand, and some of the special measures can be used as the general experience of the newspaper brand construction for reference by other newspaper media. Of course, as an indispensable part of the case study, this paper also points out some current problems faced by the Daily News, and gives some suggestions accordingly.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G219.24
【引证文献】
相关硕士学位论文 前1条
1 常力轩;媒介生态学视角下都市报经济新闻定位研究[D];河北大学;2011年
，本文编号：2249230
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