【摘要】：正廣播市場(chǎng)競(jìng)爭(zhēng)說(shuō)到底是對(duì)注意力的競(jìng)爭(zhēng),而注意力能否成為持久的資源,取決于信息源的影響力,即品牌影響力。廣播媒體不應(yīng)滿足于規(guī)模擴(kuò)張式的競(jìng)爭(zhēng),不應(yīng)局限于"注意力經(jīng)濟(jì)",而應(yīng)轉(zhuǎn)向"影響力經(jīng)濟(jì)",轉(zhuǎn)向媒體品牌建設(shè)與價(jià)值提升。廣播媒體的品牌作用品牌是消費(fèi)者通過(guò)商品或服務(wù)消費(fèi)滿足其多層次需求的心智現(xiàn)象,是被消費(fèi)者認(rèn)可和接受的,包含某種特定利益或內(nèi)涵
[Abstract]:In the end, the competition of positive broadcasting market is the competition of attention, and whether attention can become a lasting resource depends on the influence of information source, that is, brand influence. Broadcast media should not be satisfied with the competition of scale expansion, should not be confined to "attention economy", but should turn to "influence economy", to media brand construction and value enhancement. The brand function of broadcast media is the mental phenomenon that consumers satisfy their multi-level needs through the consumption of goods or services. It is recognized and accepted by consumers and contains a certain interest or connotation.
【作者單位】： 中國(guó)傳媒大學(xué)經(jīng)濟(jì)與管理學(xué)院;
【基金】：原國(guó)家廣播電影電視總局部級(jí)社科研究項(xiàng)目“傳統(tǒng)廣播與視聽(tīng)新媒體融合路徑及發(fā)展模式研究”(項(xiàng)目編號(hào):GD1159) 中國(guó)廣播電視協(xié)會(huì)學(xué)術(shù)理論研究項(xiàng)目“中國(guó)廣播媒體品牌戰(zhàn)略研究”(項(xiàng)目編號(hào):2010ZGXH017)的階段性成果
【分類號(hào)】：G229.2
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本文編號(hào)：2342571