【作者】 罗媛群；

【导师】 强月新；

【作者基本信息】 武汉大学 ， 新闻学， 2005， 硕士

【摘要】 文章首先从品牌和品牌战略的概念谈起,深入阐述我国财经报刊实施品牌战略的必要性及意义;其次,全面且深刻地剖析我国财经报刊的生存现状,包括财经报刊的生存背景分析,系统剖析我国财经报刊的“弱势”品牌的真正原因,其中重点阐述了财经报刊的同质化竞争、专业人才的稀缺和单一的赢利模式等因素对财经报刊品牌确立的制约。在此基础上,本文重点提出了我国财经报刊品牌生存战略的一系列具体措施,包括正确的品牌定位,以及为读者提供前沿、有深度的财经报道,使媒介产品的质量与品牌形象相吻合;同时根据品牌竞争力的指导意义,提出要打造强势品牌栏目,利用品牌的联想效应树立财经报刊的形象,通过设计财经报刊的CIS(企业形象识别系统),塑造独特的品牌形象;最后以具体案例作为理论叙述的支撑,将具体措施运用于实践。更多还原

【Abstract】 The article is started from the concepts of brand and brand strategy, elaborating deeply on the necessary and significance of the brand strategy, which is executed on China financial and economics newspapers and periodicals. Secondly, anatomizing comprehensively and profoundly the situation of China financial and economics media, which including the background of its’ existing, then analyzing systemic the real reasons for the feebleness of China financial and economics media. In this section, emphasizing on the homogenizing competition, the lack of professionals and single profit pattern and so on, due to these factors, which restricting the brand establishment of financial and economics media. The third part is the most important of the paper, which stressed a series of concrete measures to implement the brand strategy on China financial and economics media, which including the accurate brand positioning, and providing the preceding as well as profound financial news to readers to make the quality of the media products according with the brand image; then depending on the guide of competition power of brand, we should create the competitive columns, and build up the image of financial media with the effect brand association of ideas. Meanwhile, we can shape the unique brand image by designing the CIS of financial and economics newspapers and periodicals; finally, choosing a idiographic case to support the view, put the theory into practice.更多还原