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我国都市类报纸品牌战略研究

文档名称:我国都市类报纸品牌战略研究
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文档名称:我国都市类报纸品牌战略研究
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文档大小:1856KB
上传者:kakaxgood
添加时间:2019/05/14
内容摘要:
北京工商大学
硕士学位论文
我国都市类报纸品牌战略研究
姓名:王海燕
申请学位级别:硕士
专业:企业管理
旨导教师:张永
20060501
北京工商大学硕土学位论文
摘要
当前,我国都市类报纸在市场竞争中正从“规模扩张阶段”进入到“品牌竞争阶段”。
在这一时期,我国都市类报纸只有从战略的高度以全新的视角来管理和发展报纸,理性地
走品牌之路,全面地提升报纸的核心竞争力,オ能在竞争中立于不败
本文通过对我国都市类报纸及其品牌战略的实证研究,发现我国都市类报纸推行品牌
战略,主要是迫于外部环境、行业竞争和报纸自身发展的压力,旨在走出同质化误区、构
筑报纸的竟争优势。各都市类报纸在建设和发展其品牌的过程中,呈现出从不自觉到逐渐
自觉地经营品牌、品牌意识逐步提升的特点,同时暴露出重数量规模的片面性报纸品牌建
设、以版面品牌、栏目品牌等为主的碎片式品牌运营以及缺乏专业的报纸品牌管理人才和
专门的品牌管理部门等问题
本文整合与嫁接相关的新闻传播理论、战略理论、品牌理论和营销理论,提出我国都
市类报纸品牌战略新的研究思路,突破现有学术界对都市类报纸品牌战略的研究局限一一
或侧重于战略的研究或侧重于战术的研究,从战略和战术两方面全面地研究了我国都市类
报纸的品牌战略。首先,本文从战略的角度构造了我国都市类报纸品牌战略的构架模型,
即以品牌定位为核心,围绕品牌形象战略、品牌传播战略、品牌延伸战略和品脾保护战略
四大模块展开论述;然后,本文借用价值链分析工具,从理论与实践相结合的角度,对我
国都市类报纸如何推行品牌战略提出了相应的实施对策:(1)大力推行采编分离机制:(2)
印刷、发行、广告全面进入市场化运作;(3)创建品牌管理部门及革新管理体制;(4)加
强品牌管理人オ和品牌组织文化建设;(5)培育快速策划与创新能力;(6)注重实施效果
的内部评估与改进。
关键词:都市类报纸;品牌;品牌战略
我国都市类报纸品牌战略研究
Abstract
Now, the city-newspaper in china is entering from the scale expansion stage into the brand
competition stage in the marketed competition. In this period, it should manage and develop it
with the brand-new visual angle only from the strategic altitude, walk rationally the brand road,
promote completely the core competition ability to the newspaper, just win in the competition
By studying on the literatures of the city-newspaper and its brand strategy, the text
discovers that it should push the brand strategy primarily by force of the exterior environment
and the trade competition and its development itself, to walk out the state of alike and build the
competition advantage. Each city-newspaper characterizes on operating the brand from
unconsciously to consciously and promoting gradually brand consciousness and expose out the
problems in course of building and developing its brand which are to only pay attention to build
the newspaper brand unilaterally by the quantitative-scale mode and to deal in newspaper brand
by the fractional way of building the layout brand and column brand and others and to lack the
professional person with ability to management newspaper-brand and the special brand
management department
The text integrates and grafts in the theories involved of news, strategy, brand and
marketing, and bring up the new design about the study, and avoid this deficiency in academ
now which lays emphasis on study from either strategy or tactics, and go along the
comprehensive discuss from two sides. Firstly, it structures the frame mode of the brand strategy
which is to be the heart of brand position and to include brand image strategy, brand spread
strategy, brand extension strategy and brand protection strategy which are set forth in detail
hen, it uses value chain to put forward corresponding tactics both in theory and in practice: (1)
To push the mechanism separating the reporter from the editor highly; ()Printing and issue and
advertisement carry out the marketed operation completely: (3) To set up the independent brand
management department and transform relevant system of organization (4)To build professional
persons with ability to management media-brand and the brand culture of organization; (5)1
raise the ability to rapid design and innovation; (6)To pay attention to internal assess of the
executive production and improve
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