【摘要】： 當今報紙傳媒經(jīng)營環(huán)境已經(jīng)發(fā)生了顯著的變化。報紙產(chǎn)品的同質化現(xiàn)象日益嚴重,受眾正變得更加主動和多元,這些都促使著報紙必須以全新的視角來管理和發(fā)展自己,方能在競爭中立于不敗之地。隨著我國媒體的企業(yè)化和市場化,報紙傳媒品牌戰(zhàn)略的重要性日益彰顯。 《每日新報》創(chuàng)刊于2000年1月1日,從創(chuàng)刊的那一刻起,就注重創(chuàng)建自己的品牌,形成自己鮮明的品牌個性�！睹咳招聢蟆芬浴爸髁髅襟w大眾新聞”為辦報宗旨,全力追求“出報最早、新聞最快、信息最全”,至今創(chuàng)刊8年,創(chuàng)造了全國報業(yè)的一個超常規(guī)發(fā)展的奇跡,發(fā)行量、廣告收入、經(jīng)濟效益、市場地位均躍居中國報業(yè)前列。被譽為“中國成長最快的報紙”。因而,選取它作為報紙品牌戰(zhàn)略研究的個案,更具有理論意義和實踐意義。 本文以品牌定位策略為基點,從《每日新報》品牌運作的規(guī)律、品牌個性、品牌營銷、品牌推廣等方面,對《每日新報》品牌策略進行了深入的研究。同時本文對該報的品牌營銷和推廣策略也作了一定的歸納和評論,其中的一些特色措施可以作為報紙品牌建設的一般性經(jīng)驗為其他報紙媒體所借鑒。當然,作為個案研究必不可少的一部分,本文最后也指出了《每日新報》當前面臨的一些問題,并相應地給出一點建議,權作一家之言。
[Abstract]:Nowadays, the newspaper media business environment has undergone significant changes. The homogeneity of newspaper products is becoming more and more serious, and the audience is becoming more active and diverse. All of these urge newspapers to manage and develop themselves from a new perspective in order to be invincible in the competition. With the commercialization and marketization of the media in China, the importance of the brand strategy of the newspaper media is becoming more and more obvious. The Daily News was launched on January 1, 2000. From the moment of its inception, it has paid attention to building its own brand. The Daily News takes "mainstream media mass news" as its tenet to run the newspaper, striving to pursue "the earliest newspaper, the fastest news, the most complete information", which has been published for 8 years. It has created a miracle of the extraordinary development of the national newspaper industry. The circulation, advertising revenue, economic benefit and market position have all leapt to the top of the Chinese newspaper industry. Known as "China's fastest growing newspaper." Therefore, it is of theoretical and practical significance to select it as a case study of newspaper brand strategy. Based on the brand positioning strategy, this paper makes a deep research on the brand strategy from the aspects of the law of brand operation, brand personality, brand marketing, brand promotion and so on. At the same time, this paper also makes a certain summary and comments on the marketing and promotion strategies of the newspaper brand, and some of the special measures can be used as the general experience of the newspaper brand construction for reference by other newspaper media. Of course, as an indispensable part of the case study, this paper also points out some current problems faced by the Daily News, and gives some suggestions accordingly.
【學位授予單位】：天津師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：G219.24

【引證文獻】

相關碩士學位論文 前1條

1 常力軒;媒介生態(tài)學視角下都市報經(jīng)濟新聞定位研究[D];河北大學;2011年

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本文編號：2249230