论齐鲁晚报的品牌建设

发布时间：2019-02-26 14:23

【摘要】： 2005年一个说法“报业的寒冬来了”,在业界被广泛讨论。如今,“报纸是否会消亡”这个问题虽然已经不辩自清,但是在网络等新兴媒体的强劲发展以及报业长期市场化竞争中出现的同质化等问题的综合背景下,报业的竞争,尤其是晚报都市类报纸之间愈演愈烈的竞争压力,使得报纸纷纷寻找新的应对路径。在这个过程中,许多报纸走上了品牌化的道路,做大做强了报纸品牌或者打响了报纸旗下的小品牌,并通由品牌打造的途径,拓展了报纸的发展空间,扩大了自身的社会影响力。齐鲁晚报也不例外。本文旨在通过对报业竞争背景的分析中得出报纸实施品牌化战略的必要性,并以齐鲁晚报的品牌发展战略为实例,观察报纸品牌化过程中所采用的方式、手段、经验和仍待改进之处,并关注其良好的文化建设对于报纸品牌的重要意义。论文的第一章提出时下报业纷纷实施品牌战略的现状以及与之相关的原因背景分析,并作简单文献介绍;第二章总述齐鲁晚报品牌成长发展的三个阶段;第三部分至第五部分论述了齐鲁晚报的品牌战略的具体实施方案:分别是提高办报质量、夯实经济基础与拓展事业发展空间、大力进行内部与外部的媒介文化建设;最后则是总结了齐鲁晚报品牌建设的经验、不足以及前景展望。
[Abstract]:A term in 2005, "the cold winter of the newspaper industry", has been widely discussed in the industry. Nowadays, although the question of "whether newspapers will die out" is no longer clear, under the comprehensive background of the strong development of emerging media such as the Internet and the homogenization of the long-term market-oriented competition in the newspaper industry, the competition of the newspaper industry is under the comprehensive background. Especially, the increasing competitive pressure between urban newspapers in evening newspapers makes newspapers look for new ways to deal with them one after another. In this process, many newspapers have embarked on the path of branding, expanded and strengthened newspaper brands or small brands owned by newspapers, and expanded the development space of newspapers through the way of brand-building. Has expanded its social influence. Qilu Evening News is no exception. This article aims to get the necessity of carrying out brand strategy through the analysis of the competitive background of newspaper industry, and take Qilu Evening News brand development strategy as an example to observe the ways and means used in the process of newspaper branding. Experience and still need to be improved, and pay attention to the importance of its good cultural construction for the newspaper brand. The first chapter of the paper puts forward the current situation of brand strategy and the related reasons and background analysis, and makes a brief literature introduction; the second chapter summarizes the Qilu Evening News brand growth and development of the three stages, and the second chapter of Qilu Evening News brand growth and development of the three stages; The third part to the fifth part discusses the concrete implementation plan of Qilu Evening News brand strategy: improve the quality of running newspaper, strengthen the economic base and expand the development space of cause, and vigorously carry on the construction of media culture inside and outside of Qilu Evening News; Finally, it summarizes the experience, deficiency and prospect of Qilu Evening News brand construction.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G219.2-F

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