华西都市报品牌策略研究
发布时间：2019-01-28 20:49
【摘要】： 在经历了媒体发展的几度沉浮之后,媒体品牌是媒体核心竞争力这一结论,已经成为各媒体的共识和追求目标。但是,究竟怎样建设具有广泛影响力和鲜明特色的品牌,怎样实现舆论导向与市场拓展的和谐对接,怎样开发并利用媒体品牌传播的渠道,怎样借助品牌之力创大自身的影响,很多都市报仍然在不断实践中,探索适合自身特点的途径。本文以中国都市报发展现状为背景,研究中国第一张都市报——《华西都市报》的品牌营销发展策略,探索中国都市报利用现有资源,通过品牌营销,实现不断壮大的途径。并为以《华西都市报》为代表的新经济时代的中国都市报发展提供可参考的依据。 文章从管理学的角度,在经济学、传播学、社会学等多学科交叉的复合多维框架中,探讨了市场化、产业化背景下,以以下五个层面构架:1.四川报业竞争态势;2.华西都市报成长历程及现状;3.华西都市报竞争分析;4.以品牌为核心的华西都市报营销策略分析;5.华西都市报品牌营销组合策略探索,创新中国都市报品牌营销的问题。运用PEST分析法、SWOT分析法、4C分析法、数据列举法、案例研究法等多种研究方法,在充分考虑适合中国传媒特性的基础上,借鉴对持矩阵(Confrontation Matrix)评价模式,研究《华西都市报》的品牌营销发展策略。 本文提出了全新的传媒核心竞争力的概念,构建由市场策略分析、产品策略分析、渠道策略分析、品牌策略分析等方面的策略分析,创造性地提出了以品牌为核心的华西都市报营销组合策略探索.从理论和实践相结合的部位,赋予了中国传媒核心竞争力研究更为有力的理论解释,回应了中国传媒核心竞争力管理实践的需要,对中国传媒在高速发展阶段有着指导作用和实际意义。
[Abstract]:After several ups and downs of media development, the conclusion that media brand is the core competence of media has become the consensus and goal of all media. However, how to build a brand with wide influence and distinctive characteristics, how to realize the harmonious connection between public opinion guidance and market expansion, how to develop and utilize the channel of media brand communication, how to create its own influence with the help of brand. Many city newspapers are still in practice, exploring ways suitable for their own characteristics. Based on the current situation of the development of China Metropolis Daily, this paper studies the brand marketing development strategy of the first China Metropolitan newspaper, "Huaxi Metropolis Daily", and explores the ways for China Metropolis Daily to make use of existing resources and to achieve continuous growth through brand marketing. It also provides reference basis for the development of Chinese metropolitan newspaper in the new economic era, represented by Huaxi Metropolis Daily. From the perspective of management, this paper discusses the following five levels of framework under the background of marketization and industrialization in the multi-disciplinary and multi-dimensional framework of economics, communication, sociology and so on: 1. Sichuan newspaper competition situation; 2. The growth course and present situation of West China Metropolis Daily; 3. Analysis on the Competition of West China Metropolis Daily; 4. The marketing strategy analysis of Huaxi Metropolis newspaper with brand as the core; 5. To explore the strategy of brand marketing combination in West China Metropolis Daily and to innovate the brand marketing of China Metropolis Daily. Using PEST analysis, SWOT analysis, 4C analysis, data enumeration, case study and other research methods, on the basis of fully considering the characteristics of Chinese media, the evaluation model of holding matrix (Confrontation Matrix) is used for reference. Research on the brand marketing development strategy of Huaxi Metropolis Daily. This paper puts forward a new concept of the core competence of the media, which consists of market strategy analysis, product strategy analysis, channel strategy analysis, brand strategy analysis and so on. This paper creatively puts forward the strategy of marketing combination of Huaxi Metropolis Daily with brand as the core. From the combination of theory and practice, it gives a more powerful theoretical explanation to the study of core competence of Chinese media, and responds to the needs of the management practice of core competence of Chinese media. China's media in the high-speed development stage has a guiding role and practical significance.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G219.2-F
本文编号：2417305
[Abstract]:After several ups and downs of media development, the conclusion that media brand is the core competence of media has become the consensus and goal of all media. However, how to build a brand with wide influence and distinctive characteristics, how to realize the harmonious connection between public opinion guidance and market expansion, how to develop and utilize the channel of media brand communication, how to create its own influence with the help of brand. Many city newspapers are still in practice, exploring ways suitable for their own characteristics. Based on the current situation of the development of China Metropolis Daily, this paper studies the brand marketing development strategy of the first China Metropolitan newspaper, "Huaxi Metropolis Daily", and explores the ways for China Metropolis Daily to make use of existing resources and to achieve continuous growth through brand marketing. It also provides reference basis for the development of Chinese metropolitan newspaper in the new economic era, represented by Huaxi Metropolis Daily. From the perspective of management, this paper discusses the following five levels of framework under the background of marketization and industrialization in the multi-disciplinary and multi-dimensional framework of economics, communication, sociology and so on: 1. Sichuan newspaper competition situation; 2. The growth course and present situation of West China Metropolis Daily; 3. Analysis on the Competition of West China Metropolis Daily; 4. The marketing strategy analysis of Huaxi Metropolis newspaper with brand as the core; 5. To explore the strategy of brand marketing combination in West China Metropolis Daily and to innovate the brand marketing of China Metropolis Daily. Using PEST analysis, SWOT analysis, 4C analysis, data enumeration, case study and other research methods, on the basis of fully considering the characteristics of Chinese media, the evaluation model of holding matrix (Confrontation Matrix) is used for reference. Research on the brand marketing development strategy of Huaxi Metropolis Daily. This paper puts forward a new concept of the core competence of the media, which consists of market strategy analysis, product strategy analysis, channel strategy analysis, brand strategy analysis and so on. This paper creatively puts forward the strategy of marketing combination of Huaxi Metropolis Daily with brand as the core. From the combination of theory and practice, it gives a more powerful theoretical explanation to the study of core competence of Chinese media, and responds to the needs of the management practice of core competence of Chinese media. China's media in the high-speed development stage has a guiding role and practical significance.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G219.2-F
【参考文献】
相关期刊论文 前2条
1 吴学云;;浅谈媒体核心竞争力开发的现状及意义[J];广告大观(媒介版);2006年04期
2 耿成义;传媒管理学建构:整合与实践原则[J];山东社会科学;2004年08期
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