由“第一财经”看我国跨媒体财经传媒之品牌构建
发布时间：2018-11-14 20:59
【摘要】： 随着近些年中国市场经济体制的不断完善,资本市场的逐步发展使其与媒体的结合亦更为紧密。投资市场的扩展为财经媒体提供了更丰富的内容资源,投资者群体的扩大则为其带来了更旺盛的信息需求。市场化企业运营、专业性信息提供以及对所在领域公性力和话语权的争夺,无一不显示着在“财经”这一相对窄众的传媒市场,大热的竞争势态。 鉴于目前关注财经资讯的受众范围已由早期的财经业界专业人士逐渐扩大至社会各个层面,受众注意力越来越日益成为社会稀缺资源,愈来愈多的媒体已经意识到在一个“大财经”的阅读社会,品牌构建对于收纳固定读者群,抢占战略制高点,并最终提升传媒核心竞争力有着至关重要的战略意义。 作为国内第一个跨媒体、跨地域的财经媒体,“第一财经”在品牌化战略发展以及媒体资源整合上均较有代表性。本文将在对国内外财经媒体进行相关研究和对比的基础上,对“第一财经”之品牌构建深入进行个案研究,以期揭示我国跨媒体财经传媒在发展模式对后来者的借鉴意义。 全文包括绪论共含五章节。第二章梳理概括了“第一财经”诞生的时代及行业背景,其所涵盖的内容活动,并简要阐述了品牌构建对“第一财经”发展的重要性。在此基础上,于三、四两章着重对其进行了内容研究和经营研究。其中第三章分别对“第一财经”旗下电视、广播、日报、网站等多媒体内容与传播方式在受众本位论的引领下进行了分析;而第四章则从“第一财经”打造产业链的运营制度出发,分析了其媒体整合战略、国际化数字化创新思维以及全方位复合型的盈利方式等。最后,第五章在对照国际经验的基础上,对“第一财经”品牌构建发展所给予的启示与其发展中浮现的问题进行了小结,力图为如何在中国打造诸如道琼斯和Bloomberg(彭博资讯)之类的专业财经传媒巨擘抛砖引玉。
[Abstract]:With the continuous improvement of market economy system in China in recent years, the gradual development of capital market makes it more closely combined with the media. The expansion of the investment market provides richer content resources for the financial media, and the expansion of the investor group brings it a more vigorous information demand. The operation of market-oriented enterprises, the provision of professional information and the scramble for the public power and the right to speak in their field all show the hot competition in the relatively narrow mass media market of "Finance and Economics". In view of the fact that the audience for financial information has gradually expanded from the early professionals in the financial industry to all levels of society, the attention of the audience is increasingly becoming a scarce resource in the society. More and more media have realized that in a "big finance" reading society, brand building is of vital strategic significance to the inclusion of a fixed readership, to seize the strategic commanding point, and ultimately to enhance the core competitiveness of the media. As the first cross-media, cross-regional financial media, first finance is representative in brand strategy development and media resource integration. On the basis of the research and comparison of domestic and foreign financial media, this paper makes a case study on the brand construction of "first finance and economics", in order to reveal the significance of cross-media financial media development model for the latecomers in our country. The full text includes five chapters. The second chapter summarizes the birth of "first finance" and the background of the industry, the content and activities it covers, and briefly expounds the importance of brand building to the development of "first finance and finance". On this basis, the third and fourth chapters focus on its content research and management research. The third chapter analyzes the multimedia content and communication methods of "first Finance" under the guidance of the "audience standard", such as TV, radio, daily newspaper, website and so on. The fourth chapter analyzes the media integration strategy, the international digital innovation thinking and the omnidirectional and complex profit mode from the operation system of "first finance" to build the industrial chain. Finally, on the basis of the international experience, the fifth chapter summarizes the enlightenment given by the brand construction and development of "first finance" and the problems emerging in its development. Trying to build professional financial media giants like Dow Jones and Bloomberg in China.
【学位授予单位】：汕头大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G206-F
本文编号：2332289
[Abstract]:With the continuous improvement of market economy system in China in recent years, the gradual development of capital market makes it more closely combined with the media. The expansion of the investment market provides richer content resources for the financial media, and the expansion of the investor group brings it a more vigorous information demand. The operation of market-oriented enterprises, the provision of professional information and the scramble for the public power and the right to speak in their field all show the hot competition in the relatively narrow mass media market of "Finance and Economics". In view of the fact that the audience for financial information has gradually expanded from the early professionals in the financial industry to all levels of society, the attention of the audience is increasingly becoming a scarce resource in the society. More and more media have realized that in a "big finance" reading society, brand building is of vital strategic significance to the inclusion of a fixed readership, to seize the strategic commanding point, and ultimately to enhance the core competitiveness of the media. As the first cross-media, cross-regional financial media, first finance is representative in brand strategy development and media resource integration. On the basis of the research and comparison of domestic and foreign financial media, this paper makes a case study on the brand construction of "first finance and economics", in order to reveal the significance of cross-media financial media development model for the latecomers in our country. The full text includes five chapters. The second chapter summarizes the birth of "first finance" and the background of the industry, the content and activities it covers, and briefly expounds the importance of brand building to the development of "first finance and finance". On this basis, the third and fourth chapters focus on its content research and management research. The third chapter analyzes the multimedia content and communication methods of "first Finance" under the guidance of the "audience standard", such as TV, radio, daily newspaper, website and so on. The fourth chapter analyzes the media integration strategy, the international digital innovation thinking and the omnidirectional and complex profit mode from the operation system of "first finance" to build the industrial chain. Finally, on the basis of the international experience, the fifth chapter summarizes the enlightenment given by the brand construction and development of "first finance" and the problems emerging in its development. Trying to build professional financial media giants like Dow Jones and Bloomberg in China.
【学位授予单位】：汕头大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G206-F
【引证文献】
相关硕士学位论文 前6条
1 余霖;影响力竞争时代国内电视财经类频道品牌建设研究[D];西北大学;2011年
2 刘慧怡;电视财经谈话节目大众化的发展研究[D];华中科技大学;2010年
3 王珏;论国内财经报纸新闻报道的国际视野[D];河北大学;2011年
4 孙广萌;试论《财富》的品牌成功模式及其启示[D];黑龙江大学;2010年
5 李雪飞;专业财经报的媒介融合战略及模式研究[D];重庆工商大学;2012年
6 陈雄;媒介生态学视角下我国电视财经频道研究[D];中南大学;2012年
，本文编号：2332289
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2332289.html
