【作者】 陈刚；

【导师】 黄静；

【作者基本信息】 武汉大学 ， 工商管理， 2005， 硕士

【摘要】 曾有人说过,农业经济时代竞争的是土地,工业经济时代竞争的是机器,而当今信息或网络经济时代竞争的则是品牌。正如美国营销专家拉里.莱特(Larry Light)所指出的:“未来的营销是品牌的战争—品牌互争短长的竞争。商界与投资者将认清品牌才是企业最宝贵的资产。拥有市场比拥有工厂更为重要,而拥有市场的唯一办法是拥有占统治地位的品牌。” 对于品牌,目前很多企业经营者只具备感性的认识,而没有系统的理论,有品牌意识,但无具体的、科学的操作方法,品牌的塑造、推广与维护还处于摸索、学习的阶段。由于市场经济竞争环境的形成,使我们不得不从理性的高度对品牌进行重新的思考和认识。 作为传统的四大媒体之一,报纸也是一种特殊的商品。报纸以前在塑造品牌方面往往充当的只是一种为他人做嫁衣的角色。然而,随着市场化进程的深入和竞争逐步加剧,实施品牌化经营,实现从产品到品牌,从品牌到品牌形象,从品牌形象到品牌资产的转换,已经成为报界不可回避的挑战。 本文在引言部分提出了进行报纸品牌化经营研究的意义,并介绍了研究的思路和方法。正文部分共分四章: 第一章是本文的理论基础,主要介绍了品牌、品牌资产和品牌化经营的概念以及实现品牌化经营的途径。 第二章从成立的历史背景,产品与组织沿革,经营策略以及品牌现状等方面对《贵州商报》的经营状况进行全面分析。 第三章首先分析《贵州商报》所处的宏观环境和微观环境,接着采用了五种竞争力量模型和SWOT分析法研究了《贵州商报》所面临的竞争态势。 以第一章的理论为指导,在第二章和第三章分析的基础上,本文的第四章从品牌定位、品牌塑造、品牌推广、品牌维护等几个方面对贵州商报的品牌化经营策略经营进行总结并提出改进策略。更多还原

【Abstract】 It is said that the key of competition in Agriculture Economy was land, in Industrial Economy was machine and brand in today’ s Information or Web Economy. Just as American marketing expert Larry Light said, marketing in the future is a war between brands, brands compete to seize the marketing with their own strong points. It is the brand that is the most valuable assets for an enterprise. It is important for businessmen and investors to realize that owning a factory is second important to having the market, while the only way to keep the market is to own predominant brands.As for brand, many executives of business enterprises, in china today, only have the ostensible cognition, but have no systematic theories, and have the brand consciousness, but have no concrete and scientific operation method. That means brand building; brand popularizing and maintenance are still at the primary stage. Under the pressure of marketing and environment competition, we have to rethink about the issue of band in a scientific way.As one of the four most important traditional mediums, newspaper is also a special goods. Newspapers, in the past, usually play helpful roles for other to build band. However, along with the competence gradually turn worse, newspaper offices have to face the issue of brand management. Only in this way, they can realize the conversion from product to the brand, from brand to the brand image, from brand image to the brand property. In the preface of my thesis, I give an introduction of value and approach for my research. Then; I report the details in four chapters: Chapter 1 is the theories foundation for my research, which primarily introduces the concept of brand, brand property, brand management and the approach of brand management.In Chapter 2, I will describe and analyze the establishing background, product and organize innovation, operating strategy and brand state of Guizhou Business.In Chapter 3, I will analyze mainly macroscopic and microcosmic environment of Guizhou Business in the first, then I will investigate the competition situation Guizhou Business faced by Five Competition Powers model and SWOT model.Based on the theories introduced in Chapter 1 and the analysis of Chapter 2 and Chapter 3, I will make a summary and give advices about brand positioning, brand molding, brand expanding, and brand imagine maintenance for Guizhou Business, as the outcome of my investigation, in Chapter 4.更多还原