媒介融合背景下广播媒体的品牌战略管理
发布时间：2018-11-19 14:15
【摘要】：正广播市场竞争说到底是对注意力的竞争,而注意力能否成为持久的资源,取决于信息源的影响力,即品牌影响力。广播媒体不应满足于规模扩张式的竞争,不应局限于"注意力经济",而应转向"影响力经济",转向媒体品牌建设与价值提升。广播媒体的品牌作用品牌是消费者通过商品或服务消费满足其多层次需求的心智现象,是被消费者认可和接受的,包含某种特定利益或内涵
[Abstract]:In the end, the competition of positive broadcasting market is the competition of attention, and whether attention can become a lasting resource depends on the influence of information source, that is, brand influence. Broadcast media should not be satisfied with the competition of scale expansion, should not be confined to "attention economy", but should turn to "influence economy", to media brand construction and value enhancement. The brand function of broadcast media is the mental phenomenon that consumers satisfy their multi-level needs through the consumption of goods or services. It is recognized and accepted by consumers and contains a certain interest or connotation.
【作者单位】： 中国传媒大学经济与管理学院;
【基金】：原国家广播电影电视总局部级社科研究项目“传统广播与视听新媒体融合路径及发展模式研究”(项目编号:GD1159) 中国广播电视协会学术理论研究项目“中国广播媒体品牌战略研究”(项目编号:2010ZGXH017)的阶段性成果
【分类号】：G229.2
，
本文编号：2342571
[Abstract]:In the end, the competition of positive broadcasting market is the competition of attention, and whether attention can become a lasting resource depends on the influence of information source, that is, brand influence. Broadcast media should not be satisfied with the competition of scale expansion, should not be confined to "attention economy", but should turn to "influence economy", to media brand construction and value enhancement. The brand function of broadcast media is the mental phenomenon that consumers satisfy their multi-level needs through the consumption of goods or services. It is recognized and accepted by consumers and contains a certain interest or connotation.
【作者单位】： 中国传媒大学经济与管理学院;
【基金】：原国家广播电影电视总局部级社科研究项目“传统广播与视听新媒体融合路径及发展模式研究”(项目编号:GD1159) 中国广播电视协会学术理论研究项目“中国广播媒体品牌战略研究”(项目编号:2010ZGXH017)的阶段性成果
【分类号】：G229.2
，
本文编号：2342571
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