论文标题:论现代传媒品牌经营
On the Brand Management of the Modern Media
论文作者 杜兰
论文导师 吴文虎,论文学位 硕士,论文专业 新闻学
论文单位 暨南大学,点击次数 115,论文页数 38页File Size1880k
2001-05-16论文网 http://www.lw23.com/lunwen_560929542/ 媒体,品牌,经营
Media;Brand;Management
本文运用新闻学、传播学、市场营销学等有关理论，通过考察现代传媒品牌经营观，剖析我国传媒品牌经营的背景、目标和核心，探索媒体品牌经营的实践途径。 本文立足传播现实，在现象中探求本质，以让媒体借助富有战略性的品牌经营方式，扩大品牌力的效益贡献，从而提高现代传媒经营的整体效果，确保媒体资产的保值和增值，最终能够实现大宣传、大产业的良性互动，促使传媒在新的历史进程中不断作出新的贡献。
Using the theories of journalism, mass media, marketing and sales, as well as the knowledge of brand management of modem media, this thesis analyzes the background, mission and principles of brand management of media in China, and explores the possibilities of exercising these principles. The thesis is based on the current situation of media in China, finds truth through extensive observation. The purpose is to design successful strategic brand management methodology to increase media effectiveness and expands its influence. Once the investment in the media is secured and further grows, it will have positive impact on the effectiveness of media in return. The media shall, as a result, make new contribution in the current historical process.
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