《南方周末》品牌形象塑造的路径研究-传播学专业论文.docxVIP

ABSTRACT The brand competition of newspapers is v前y important on the one hand， the keys is how to build the brand irnage that is itself ，but，the path is the important things. Southern weekly as a development history wi伽 23 weekly newsp叩ers and its development process contains a lot of thinking. More and more research is about r叩ort content and layout，specially in reports characteristícs and layout characteristics. Which has been on 由e Southern weekly brand ímage research concentrates in how topreserve brand image，that is a preconceíved standpoint. But，也e research of our study is 由at Southern weekly how to build its brand image. The research method is we should look at this from a historical standpoint，and study the en町getic quality of test.Through such studies，we hope 也at find the general rules of newspapers brand image bui1ding for the relevant study. Here，the Path is 由e focus of this thesis and is the basic 企amework.The Introduction first conduct research on; Part two，the pap町 wi11 focus on the brand and brand image; Part three，the paper wi11 examine the Building Brand Image of Southern weekly in the history; Part four the paper will examine the Southern weekly brand imagebuilding pa伽 to the 叩ecial orientation … intellectuals writers; Part five，the paper wi1l study Southern weekly New Year special editions under the topics clues and the image adv创ísements.ηle part three，part four and part five is the focus of this paper. KEYWORDS: Southern Weekly Brand Image Pa伽 IU 西北大学学位论文知识产权声明书本人完全了解西北大学关于收集、保存、使用学位论文的规定。 西北大学学位论文知识产权声明书 本人完全了解西北大学关于收集、保存、使用学位论文的规定。 学校有权保留并向国家有关部门或机构送交论文的复印件和电子版。 本人允许论文被查阅和借阅。本人授权西北大学可以将本学位论文的 全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫 描等复制手段保存和汇编本学位论文。同时授权中国科学技术信息研 究所等机构将本学位论文收录到《中国学位论文全文数据库》或其它 学位论文作者签名 指导教!肺签名：旦稀． 相关数据库。 保密论文待解密后 指导教师签名：—苎二变yo 02年／月∥7日 ．≤淬么月，，日 西北大学学位论文独创性声明 本人声明：所星交的学位论文是本人在导师指导下进行的研究工作及取得的研究 成果。据我所知，除了文中特别加以标注和致谢的地方外，本论文不包含其他人已经 发表或撰写过的研究成果，也不包含为获得西北大学或其它教育机构的学位或证书而 使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论