鄂尔多斯日报品牌发展策略研究

发布时间：2018-02-26 07:26

  本文关键词： 营销 品牌 鄂尔多斯日报　出处：《内蒙古财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：在经济文化飞速发展的当今社会,数字、网络等新型媒体的出现,使得报纸、书刊、广播等媒介成为传统媒体。虽然纸媒在其思想性、权威性和公信力等方面有着不可替代的优势,但由于新媒体更加迎合现代社会个性化、碎片化的传播需求,特别是受到广大年轻读者的广泛认可,报纸产业正在遭受巨大的冲击,面临着极其激烈的竞争形势和竞争环境。报纸品牌是报纸具有核心竞争力的重要体现,也是报纸在激烈的媒体竞争中长久立于不败之地、实现可持续性发展的必要条件。报纸品牌的塑造、推广和维护是一个系统性、持续性、战略性工程。因此,在新的媒体环境下,传统报纸如何在激烈的竞争中找到最合适的品牌发展定位,做好最优的调适,获得持续的竞争优势,是一个关乎党报生死存亡有待解决的重大课题。本论文以《鄂尔多斯日报》为研究对象,以品牌营销理论为理论基础,运用文献收集、PEST、波特竞争力模型分析的方法对新媒体背景下《鄂尔多斯日报》的品牌发展策略进行了深入研究。首先,从宏观环境和微观环境两方面对《鄂尔多斯日报》实施品牌营销的环境进行了分析,明晰了鄂尔多斯日报品牌建设在政治、经济、文化、科技环境四个方面所面临的机遇和挑战,分析了消费者对《鄂尔多斯日报》的利益诉求,对比了各类型竞争者的优势和劣势。其次,对《鄂尔多斯日报》品牌竞争力的内在要素和市场表现进行了分析,具体论述了鄂尔多斯日报品牌竞争力得以形成的行政资源、权威性内容等资源性要素,地区特色、民族特色等本质性要素,可读性、亲和性等核心性要素,以及在市场占有率、超额利润获取能力、知名度、美誉度方面的发展潜力。最后,根据分析结果,结合《鄂尔多斯日报》的内外部资源条件,重点论述《鄂尔多斯日报》的品牌塑造、品牌推广以及扩大品牌优势的发展建议,为《鄂尔多斯日报》的品牌发展制定了详细的品牌发展策略。本文的研究结果对《鄂尔多斯日报》的品牌建设实践有较强地指导作用,并对其它地方党报实施品牌发展策略具有一定的参考价值,对于传统报纸在新媒体中的营销也具有现实意义。
[Abstract]:In today's society with the rapid development of economy and culture, the emergence of new media such as digital, Internet and so on has made newspapers, books and magazines, radio and other media become the traditional media. Although the paper media is in its ideological content, Authority and credibility have irreplaceable advantages, but because the new media more cater to the individuation of modern society, fragmentation of the communication needs, especially by the vast number of young readers widely recognized, The newspaper industry is suffering tremendous impact, facing the extremely fierce competition situation and the competitive environment. The newspaper brand is an important embodiment of the newspaper's core competitiveness, and it is also the newspaper in the fierce media competition long standing in the invincible position. The building, promotion and maintenance of newspaper brands is a systematic, sustainable and strategic project. Therefore, in the new media environment, How to find the most suitable brand development orientation in the fierce competition, how to make the best adjustment, and how to obtain the sustainable competitive advantage. This paper takes Ordos Daily as the research object and takes the brand marketing theory as the theoretical basis. This paper studies the brand development strategy of Ordos Daily under the background of new media by using the methods of literature collection (pest) and Porter's competitiveness model. First of all, the paper studies the brand development strategy of Ordos Daily under the new media background. This paper analyzes the environment in which the Ordos Daily implements brand marketing from the macro and micro environment, and clarifies the political, economic and cultural aspects of the brand construction of Ordos Daily. The opportunities and challenges faced by the four aspects of the scientific and technological environment are analyzed, and the interests of consumers in Ordos Daily are analyzed, and the advantages and disadvantages of each type of competitors are compared. Secondly, This paper analyzes the internal factors and market performance of the brand competitiveness of Ordos Daily, and discusses in detail the administrative resources, authoritative contents, and regional characteristics of the brand competitiveness of Ordos Daily. National characteristics and other essential elements, readability, affinity and other core elements, as well as the market share, excess profit acquisition ability, popularity, reputation. Finally, according to the analysis results, Combined with the internal and external resource conditions of Ordos Daily, this paper focuses on the suggestions of brand shaping, brand promotion and expansion of brand advantages of Ordos Daily. The detailed strategy of brand development has been established for the brand development of Ordos Daily. The research results of this paper have a strong guiding effect on the brand construction practice of Ordos Daily. It also has some reference value for the implementation of brand development strategy in other local party newspapers, and also has practical significance for the marketing of traditional newspapers in the new media.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G216.2
，

本文编号：1537047