2002-2011年《南方周末》品牌传播策略研究

发布时间：2018-06-16 02:27

本文选题：品牌 + 品牌传播　；参考：《西南大学》2013年硕士论文

【摘要】：随着我国传媒业的企业化和市场化,当今的媒介环境对报纸而言发生了翻天覆地的变化。传媒品牌战略的重要性日益彰显：在媒体纷争激烈、媒介产品供过于求、媒介分化加剧的市场环境中,品牌有助于提高竞争力、增强吸引力、维持亲和力。新闻传媒市场的竞争已经逐渐成为品牌的较量。《南方周末》从2002年进行变革后的发展历程,是我国报业产业化尝试以及品牌意识变迁的一个缩影,《南方周末》从文化周报起家,转型为社会时政周报,坚持高尚的文化品位,集聚有思想,有影响力的读者受众,记录着中国的时代进程。《南方周末》提出了“在这里,读懂中国”的口号,力图在纷繁复杂的世象中勾勒出一幅清晰的中国图景,为自己树立了良好的品牌形象。《南方周末》一系列“擦亮品牌”的活动也达到了预期效果,根据世界品牌实验室公布的“2006年中国500最具价值品牌”排行,《南方周末》品牌价值位列周报首位。本文综合运用品牌学、广告学、传播学等学科理论从策略层面上透析《南方周末》的品牌传播。《南方周末》在2002年转型成为理性的严肃类周报,开始用更专业和科学的方式进行品牌经营。本文首先从品牌设计、品牌定位的维度分析了《南方周末》品牌构建的策略,随后对《南方周末》品牌的核心价值——深度报道和新闻评论进行了归纳总结和案例分析,重点研究了《南方周末》品牌传播的主要手段——公共关系、形象广告和用人机制三个方面,然后指出新媒体的崛起导致媒体竞争的加剧和传播环境的改变,对纸媒形成了巨大的冲击,而《南方周末》在应对措施上也做出了有益的尝试。本文总结出《南方周末》品牌传播成功的关键在于它完整的品牌构建体系、灵活的市场定位策略及其多元化、多手段的传播策略。希望对我国报纸媒体以及整个新闻媒介品牌化进程提供借鉴和指导。
[Abstract]:With the commercialization and marketization of the media industry in China, today's media environment has changed dramatically. The importance of the media brand strategy is becoming more and more obvious: in the market environment with intense media disputes, oversupply of media products, and the intensifying media differentiation, the brand is helpful to improve competitiveness, enhance attraction and maintain relatives. The competition in the media market has gradually become the contest of brands.
The development course of "Southern Weekend" after the change in 2002 is the epitome of the industrialization attempt and brand consciousness change of China's newspaper industry. "Southern Weekend >" from the cultural weekly, the transformation into the social current political weekly, the noble cultural taste, the thoughtful, influential readers and the history of China. The slogan "here, read China here" has been put forward in the weekend, trying to outline a clear picture of China in the complicated and complicated world, and set up a good brand image for itself. Ranking of "value brands", "Southern Weekend" brand value ranked first in the weekly newspaper.
This article comprehensively uses the theory of brand science, advertising, communication and other disciplines to analyze the brand communication of the southern weekend from the strategic level. "Southern Weekend" has transformed into a rational serious weekly in 2002, and began to use a more professional and scientific way to carry out brand management. At the end of the week, the strategy of brand building, followed by a summary and case analysis of the core value of the Southern Weekend brand, the depth report and the news review, focused on the main means of brand communication in the Southern Weekend: public relations, image advertising and the employing mechanism in three aspects, and then pointed out that the rise of the new media led to the media. The intensification of competition and the change of communication environment have a great impact on print media.
This paper concludes that the key to the success of brand communication in the southern weekend is its complete brand building system, flexible market positioning strategy and its diversification and multi means communication strategy. We hope to provide reference and guidance to the media and the whole media brand process in China.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G219.2-F

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