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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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huanglibing
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【答案】应助回帖
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爱与雨下(金币-5): 有道翻译 2011-10-19 15:27:46
爱与雨下(金币-5): 有道翻译 2011-10-19 15:27:46
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When the press-crisis flow-over the United States on the other shore , China's newspaper also felt the blasting. From us newspaper crisis and China's newspaper growth is slowing in the offing, we can see that traditional media clung recession can be avoided. From the newspaper stage of the development of contrast, we find that China's newspaper still have a period of golden development. The future of the press is a brand for competition. Newspapers and system reform in China released the development potential, will make a part of brand media strong rise, a number of big media group will eventually form. This article from the party the concept and connotation of brand, this paper analyzes on the foundation of the construction of the party brand path. By analyzing the party China brand development history and current situation, we found that the party brand has marginalized trend, the party brand also need to innovation. But "guangzhou daily" success gave us a lot of enlightenment, prove the party in the competition can dominate the market. Because the present media brand are "display" tendencies, this paper is to discuss the party a monarch chapter brand and the relationship between the media products. From the party and media products and actuality of brand debate, we find that the key to the construction of the party brand actuality cycle.In the party the path in the brand construction, this paper discusses the party brand positioning, brand promotion, the brand extends some of the related problems. In the party brand positioning section, talking about the issue and advertising based on party brand positioning of two typical model, and deals with the party brand positioning problem again. In the brand promotion and brand extension, talked about the new media the influences of new technology and use.Finally, this article from the party of brand dilemma, talked about the innovation of the brand image, put forward that innovation is the soul of the party brand view. |
9楼2011-10-19 15:11:31
cam967
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3楼2011-10-18 02:56:24
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