山西晚报品牌经营创新研究-工商管理专业论文.docxVIP

万方数据 万方数据 山西晚报品牌经营创新研究 承 诺 书 本人郑重声明：所呈交的学位论文，是在导师指导下独立完成的，学位论 文的知识产权属于山西大学。如果今后以其他单位名义发表与在读期间学位论文 相关的内容，将承担法律责任。除文中已经注明引用的文献资料外，本学位论文 不包括任何其他个人或集体已经发表或撰写过的成果。 作者签名：温丽芳 2014 年 06 月 06 50 学位论文使用授权说明 学位论文使用授权声明 本人完全了解山西大学有关保留、使用学位论文的规定，即：学校有权保 留并向国家有关机关或机构送交论文的复印件和电子文档，允许论文被查阅和借 阅，可以采用影印、缩印或扫描等手段保存、汇编学位论文。同意山西大学可以 用不同方式在不同媒体上发表、传播论文的全部或部分内容。 保密的学位论文在解密后遵守此协议。 作者签名： 导师签名： 2014 年 06 月 06 日 51 目 录 中文摘要····························································································································1 Abstract······························································································································II 第一章 绪论 1 1.1 研究的意义··········································································································1 1.2 研究的内容··········································································································2 1.3 研究的方法··········································································································3 1.4 解决问题及创新之处··························································································4 第二章 理论综述············································································································5 2.1 品牌概述··············································································································5 2.2 报纸品牌经营的含义··························································································5 2.3 国内外纸媒品牌经营研究动态··········································································7 第三章 山西晚报品牌经营的必要性分析······································································9 3.1 山西晚报的经营概况··························································································9 3.1.1 山西晚报简介···························································································9 3.1.2 山西晚报组织框架···················································································11 3.2 山西晚报的经营现状以及存在的主要问题···············