《重庆晨报》媒介活动对品牌价值影响研究

发布时间：2018-02-11 14:54

本文关键词： 重庆晨报价值提升品牌塑造媒介活动　出处：《重庆工商大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着时代进步,科技发展日新月异,出现了越来越多的新兴媒体如网络媒体、手机媒体等纸媒替代品,这使得媒介之间的竞争力越发激烈。加上受众获取信息的途径越发丰富,使得其对信息各方面内容的要求越来越高,这样一来无疑更加加剧了报刊业在整个媒介市场中的竞争,所以,报刊业以往的仅仅从采编获取竞争优势的可能性已不复存在,在这样的市场背景下,报刊业必须通过其综合品牌竞争来确保其竞争优势。面对报刊业易被抄袭、模仿,趋于同质化的激烈竞争的市场环境,报刊业要在整个媒介行业占据一席之地,并长期平稳发展,要与以往仅仅报道新闻,做简单的报纸产品不同,必须通过寻找差异化大力打造无形品牌,这也是一个树立报刊品牌形象的最为重要的途径。如何才能准确对品牌做出定位,如何通过塑造品牌、打造优势品牌来提升报刊业的核心竞争力,对于提升报刊业在整个不断发展变化的市场中的地位都有着极其重要的作用。纵观整个中国报刊业,几乎每个地区的报刊市场竞争都呈现出一种白热化状态,重庆地区也不例外,与我国其他一些发达地方的品牌报纸相比仍存在竞争方式过于单一等差距,《重庆晨报》作为重庆地区数家都市报中强有力的竞争者之一,其通过媒介活动打造品牌价值的方式值得我们借鉴,本文的研究目的在于探究《重庆晨报》提升品牌价值的途径。这对于整个报刊业品牌的塑造研究具有非常重要的现实意义和学术价值。本文主要采用比较分析法、案例分析法、历史研究法、图表法结合市场营销学、公共关系学、新闻传播学以及品牌学等理论依据,对《重庆晨报》通过媒介活动提升品牌价值的整个发展历程、所处环境、实践经验进行分析,肯定了《重庆晨报》媒介活动在活动战略规划及活动执行等方面对品牌提升的重要作用,同时经过梳理分析,也提出《重庆晨报》在通过媒介活动打造品牌价值过程中存在的缺陷,如在媒介活动策划的效果评估与总结方面、活动形式创新方面等不足之处提出一些意见。通过对《重庆晨报》打造品牌活动经验与不足的梳理,为我国报刊业提升品牌形象提供借鉴。
[Abstract]:With the progress of the times and the rapid development of science and technology, more and more new media such as network media, mobile phone media and other paper media substitutes have emerged, which makes the competition between media more intense. This makes it more and more demanding on all aspects of information, which undoubtedly intensifies the competition of the newspaper industry in the whole media market. Therefore, the possibility that the newspaper industry can only obtain competitive advantage from the collection and editing no longer exists in the past. In such a market background, the newspaper industry must ensure its competitive advantage through its comprehensive brand competition. In the face of the market environment in which the newspaper industry is easily copied, imitated and tends to homogenize the fierce competition, If the newspaper industry wants to occupy a place in the whole media industry and develop smoothly for a long time, to be different from only reporting news and making simple newspaper products, we must make great efforts to build intangible brands by looking for differentiation. This is also the most important way to establish the brand image of newspapers and periodicals. It plays an extremely important role in promoting the position of the newspaper industry in the whole developing and changing market. Throughout the whole Chinese newspaper industry, the competition in almost every region of the newspaper market presents a state of hyperthermia. Chongqing is no exception. Compared with some other developed local brand newspapers in China, there is still a gap between the competition style and so on. The "Chongqing Morning Post" is one of the strong competitors in several metropolitan newspapers in Chongqing. The way of creating brand value through media activities is worth our reference. The purpose of this paper is to explore the ways to promote the brand value of Chongqing Morning Post, which is of great practical significance and academic value to the study of the brand shaping of the whole newspaper industry. The historical research method, the chart method and the marketing, public relations, news communication and brand theory, etc., to the whole development process of promoting brand value through media activities in Chongqing Morning Post. Through the analysis of the practical experience, the paper affirms the important role of the media activities in the strategic planning and implementation of the activities, and at the same time, analyzes the importance of the media activities in the promotion of the brand. It also points out the defects in the process of building brand value through media activities, such as the evaluation and summary of the effects of media activities planning. Through combing the experience and deficiency of "Chongqing Morning Post" brand building activities, this paper provides a reference for the newspaper industry to promote the brand image of our country.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G216.2

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