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网络时代报纸品牌的建设

文档名称:网络时代报纸品牌的建设
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文档名称:网络时代报纸品牌的建设
文档关注次数:1227
文档格式:纸质版或者PDF电子版(用Acrobat Reader打开)或Word版本doc格式
PDF格式 网络时代报纸品牌的建设 免费下载 Word格式 网络时代报纸品牌的建设 免费下载免费下载文档
文档大小:2218KB
上传者:ljf684
添加时间:2019/05/14
内容摘要:
分类号
密级
UDC
编号
中大夢
CENTRAL SOUTH UNIVERSITY
硕士学位论文
论文题目.网时代报纸品牌的设
学科、专业
文艺学?新闻传播
研究生姓名
杨美华
导师姓名及
专业技术职称王章华教授
自自自mr
摘要
随着网络时代的到来,在环境压力和竞争压力的双重作用下,越
来越多的报纸开始导入品牌战略强化竞竟争优势,争夺更多的生存和发
展空间。如何打造强势报纸品牌,培养报纸品牌的核心竞争力,已成
为业界关心的热点话题。
在查阅大量资料的基础上,本文研究分析了网络时代报纸品牌的
内涵和网络对报纸品牌的影响;阐述了网络时代“报纸整合品牌”运
作的理念;重点论述了网络时代报纸品牌建设的策略和意义。通过报
纸印刷版品牌建设和网络版品脾建设来阐述品脾建设的策略,并深入
拓展了网络时代报纸品牌建设的意义。具体而言,在分析我国报纸印
刷版品牌建构时,认为应从品牌的定位、文化、公信力、推广等几个
方面来闻述;在分析报纸网络版品牌建设时,认为报纸网络版品牌扩
展的关键在于塑造报纸网站品牌的互动性、信息容量、服务与内容。
论文的最后部分分析了网络时代报纸品牌整合,认为离线报纸与在线
报纸可以共同合作、共促发展,具体而言,报纸整合品牌合作可以通
过“一个互动”、“二个共享”、“两个整合”“一个延伸”、“两个推广”
五种方式进行。
关键词:网络时代报纸品牌建设
The Construction of Newspaper Brand in Network Ages
ABSTRACT
In network ages, under the pressure of environment and competition
in order to enhance competitive advantage, win more existence and
developmental space, more and more newspaper induced the brand
strategy. It has been a hot topic on how to create pre-eminent newspaper
brand, create the core competencies of newspaper brand
On the foundation of checking a great deal of data. this text analyzed
the content of newspaper brand, researched the influence of the network
upon the newspaper brand in network ages, elaborated the principle of
ne integrated newspaper brand". This text mainly discussed the strategy
and the meaning of the newspaper brand construction in network ages
From the brand construction of newspaper printing version and the
network version brand to elaborate the strategy of the brand construction
To put it clearly, this text mainly elaborated from a few aspects to analyze
the construction of newspaper printing version brand in our country, such
as fixed position and culture, public trust, expansion, etc. When analyzing
newspaper network version brand, this text thought the newspaper
network version brand expand lies in the interaction, information capacit
service and contents. Through newspaper website brand, the newspaper
can benefit and expand space. The end part of the thesis analyzed the
methods of the newspaper integrated brand cooperation, thought off-line
newspaper can cooperate together with on-line newspaper, and develop
each other. The newspaper integrated brand can cooperate through five
kinds of methods, they are: " a kind of interaction,,two kinds of shares".
two kinds of integration”,“ a kind of extension”,“ two kind of
expansion”
KEY WORD: network ages newspaper brand construct
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