CI战略在《南方日报》专业周刊编辑三大环节中的运用

发布时间：2018-06-21 09:19

本文选题：专业周刊 + CI战略　；参考：《华中科技大学》2010年硕士论文

【摘要】：《南方日报》地处广州,是改革开放的前沿。在改革自身和调整战略上,一直走在各省委机关报的前列。经过六次改版,《南方日报》成为全国省级党委机关报的领头羊,而专业周刊的成功创办和健康发展更是在各级党报中刮起创办周刊的风潮。本文通过引入品牌传播中的CI战略策划的理论框架对《南方日报》专业周刊运用文献法对其办刊理念、版面形式及内容进行分析。 CI战略是公共关系学中的一个常用理论。虽然从对象上来看,CI战略是面向员工、广告媒体、消费者和关系企业的一种信息传播战略,与面向编辑和记者的报纸编辑工作有着极大的不同,但是CI策略同报纸编辑工作又有很多相同的特点:二者都具有系统性、同一性、差异性、和持久稳定性的特点。在子系统的运作上,也有相似。将CI战略引入报纸编辑可以更系统化地对编辑工作进行解读。本文首先对分析《南方日报》和专业周刊定位进行分析,找到专业周刊自己的办刊理念;进而对专业周刊的版面内容,即稿件的策划进行分析,通过对汽车周刊、3C周刊、广州车市、南方楼市四大周刊内容整合,总结出专业周刊在单篇策划、专栏策划以及专题策划中,各自异同的价值取向、读者定位和目标定位的策划特点。最后对专业周刊的视觉,即版面特点进行分析,分别从各大周刊总体版面特征和各周刊区别于人的版面特色进行分析.
[Abstract]:"Nanfang Daily" is located in Guangzhou, which is the forefront of reform and opening up. In the reform itself and the adjustment strategy, it has been in the forefront of the Provincial Committee organs. After six revisions, the Nanfang Daily has become the leader of the national provincial Party committee, and the successful establishment and health development of the professional weekly is the wind of establishing the weekly magazine in the party newspapers at all levels. Tide.
Through the introduction of CI strategic planning brand communication in the theoretical framework of the "Nanfang Daily weekly > professional use of the literature on the publication idea, layout and content analysis.
CI strategy is a common theory in public relations. Although from the object of view, CI strategy is a kind of information dissemination strategy for employees, advertising media, consumers and relations enterprises. It is very different from the editor and journalist's newspaper editing work, but the CI policy has the same characteristics as the newspaper editing work: two Have systematic, identity, difference, characteristics and stability. In system operation, there are similar. CI strategy into newspaper editors can be more systematically on the editorial work of interpretation.
First of all, this paper analyzes the location of "Southern Daily" and the professional weekly magazine, and finds out the idea of its own publication, and then analyzes the layout of the page of the professional weekly, that is, the planning of the manuscript. Through the integration of the four weekly magazines of the automobile weekly, 3C weekly, Guangzhou car market and the southern property market, the professional weekly is summed up in a single plan. In the column planning and the thematic planning, the value orientation of the differences and similarities, the orientation of the readers and the planning characteristics of the target orientation. Finally, the vision of the professional weekly, that is, the features of the layout, is analyzed from the general layout features of the weekly magazines and the differences between the weekly magazines and the people's layout.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G213

【参考文献】