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sonygg

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[求助] 求翻译一段500多字的新闻学论文摘要

当报业危机的寒潮席卷大洋彼岸的美国时，中国报业也感到了阵阵凉意。从美国报业危机和中国报业增速放缓的苗头，我们可以看出传统媒体衰退的大势不可避免。从中美报业发展阶段的对比，我们发现中国报业仍有一段时间的黄金发展期。未来报业的竞争将是品牌之争。我国报刊体制改革释放出的发展潜力，将使一部分品牌媒体强势崛起，一批大型传媒集团将最终形成。
本文从党报品牌的概念及内涵入手，分析了党报品牌建设的基础和路径。通过梳理中国党报品牌发展历史和现状，我们发现党报品牌有边缘化趋势，党报品牌也需要创新。但《广州日报》的成功给了我们很多启示，证明党报在竞争中也能主导市场。
由于目前媒体品牌研究中存在“避实就虚”的倾向，本文专辟一章来探讨党报品牌与媒体产品的关系。从党报品牌与媒体产品的名实之辩中，我们发现党报品牌建设的核心是名实循环。
在党报品牌建设路径中，本文分别讨论了党报品牌定位、品牌推广、品牌延伸中的一些相关问题。在党报品牌定位一节中，谈到基于发行和广告的党报品牌定位的两种典型模式，并论及党报品牌再定位问题。在品牌推广和品牌延伸中，都谈到了新媒体新技术的影响和利用。
最后，本文从党报品牌的现实困境，谈到品牌形象的创新，提出创新是党报品牌灵魂的观点。

关键词：党报品牌新形势创新名实循环

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cam967

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【答案】应助回帖

★ ★
爱与雨下(金币+2): 2011-10-19 21:36:28
sonygg(金币+50): 谢谢，因为前一位兄弟翻译较早，所以给了他150分。 2011-10-20 00:18:45

稍微晚了一点。

When the newspaper crisis hit the United States across the Pacific, China's newspaper industry also feels threatened. It’s obvious that traditional media is inevitably at a low ebb, proving by the fact of America’s newspaper crisis as well as China’s retarding of newspaper industry's increase. In comparison of the developmental stage between China and America's newspaper industry, we can see that China’s newspaper industry still have a golden period of development. In the future, the competition of newspaper industry will concentrate on the brands. The potential released by structural reform of China’s newspaper industry will enable part of the brands mightily stand out. Eventually, a batch of large media groups will come into being.
This thesis analyzed the base and method for Party newspaper’s establishment through the concept and connotation of Party newspaper brand. By sorting out China’s Party newspaper brand’s history and current situation, we can draw the conclusion that the Party newspaper brand tends to be marginalized. Thus, the Party newspaper brand needs innovating. The success of Guangzhou Daily greatly enlightened us. It’s evident that the Party newspaper can also play a leading role in market competition.
Since the current research on media brand leans to “dwelling on the abstract and avoiding real issues”, this thesis specially adopted a chapter to discuss the relation between Party newspaper brand and media products. Through the argument of Party newspaper brand and media products’ concept and entity, we can find that the core for Party newspaper brand’s establishment depends on the actuality cycle,
In the part of establishing Party newspaper brand, this thesis covered the issues of brand positioning, brand promoting as well as brand extension respectively. As for brand positioning, it covered two typical models that separately based on publishing and advertisement. Meanwhile, it touched on the issue of brand repositioning. While the part of brand promoting and brand extension both involved the content about the influence and adaptation of new media and new technology.
In the end, this thesis talked over the importance of brand image innovation from the actual predicament of Party newspaper brand. It came up with the standpoint that innovation is the soul for Party newspaper brand.

Key words: Party newspaper brand New state Innovation Actuality cycle