媒介品牌战略研究——理论分析与中国实证-新闻学专业毕业论文.docx

形成复合战略，以适用于不周类型、不周性质、不周阶段的媒介品牌经营。 形成复合战略，以适用于不周类型、不周性质、不周阶段的媒介品牌经营。 第五章探讨媒介的品牌系统战略。本文认为，媒介环境的改变导致品牌系统 战略管理的重要性日益凸显，其中战略模式和实施路径选择占有重要地位。战略 模式包括核心品牌领先、多品牌并重等类型，实施路径主要有内部创建、合并、 收购、品牌合作、品牌重组等等。这些模式和路径本身没有优劣之分，唯模式论 和唯路径论的观点都是危险的。依据竞争环境和内部资源状况，媒介组织可以选 择适当的战略模式和实施路径，并进行优化组合。 第六章是对东方卫视的个案分析。东方卫视尽管是～个年轻的品牌，但其强 烈的品牌经营意识，颇为专业的战略战术策划和实施，清晰的品牌结构以及较为 显著的经营效果，都具有相当典型的意义。该个案分析，是前几章品牌战略理论 具体化的产物，也大致体现了品牌战略管理的基本流程。 关键词： 媒介品牌 战略 品牌系统 中图分类号： G206．2 AbstractStrategy Abstract Strategy and strategic management arc two important components of media brand management．which also 11igh on the agenda ofthe domestic media practice and its related studies．Through the combinations of reasoning and evidence，and of past and present，this paper theodzes on the internal and external factors for media brand s仃ategy and discusses various possible strategies for media organizations．The framework of the paper is built on theoretical analyses，which is mainly supposed by the discussions of the current situation of media brand management in China and the strategic options for Chinese media organizations． The first chapter deals硒tll the individualities of media brands．which is the starting point for the study ofmedia brand strategy．The author argues that aside from the trade characteristics，both the public and the corporate media brands have their own distinct features．The public media brands lay much emphasis social and other fit values by focusing on the planning，coordination and integration of brand elements。On the other hand，the distinctness of corporate media brands is demonstrated by both the brand dualism and the beneficiary complicatedness．It is thus a difficult and cmcial issue to reconcile the intermingled relationships． Chapter two analyzes the past and present of the development of media brands， both home and abroad．11le brand management of the world media industry has undergone process from unconsciousness to consciousness，from single-trade to cross—trade operations，from product and capital affi