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1.
本文以传媒产品的品牌化运营为研究时象,分析传媒产品品牌化运营与建立传媒产品竞争优势的内在逻辑关系,并在此基础上构建起了以提升品牌资产为导向的传媒产品品牌化运营的理论分析框架. 相似文献
2.
Abstract Brand equity is an important asset that a B2C company can leverage to compete and prosper in its unique and intensely competitive environment. This paper provides a framework for building brand equity model. Based on this framework, some strategies are suggested to build brand equity online. Implications of the framework for research and practice are also discussed. 相似文献
3.
Amalia F. Foka 《Information Retrieval》2018,21(5):410-448
Currently users on social media post their opinion and feelings about almost everything. This online behavior has led to numerous applications where social media data are used to measure public opinion in a similar way as a poll or a survey. In this paper, we will present an application of social media mining for the art market. To the best of our knowledge, this will be the first attempt to mine social media to extract quantitative and qualitative data for the art market. Although there are previous works on analyzing and predicting other markets, these methodologies cannot be applied directly to the art market. In our proposed methodology, artists will be treated as brands. That is, we will mine Twitter posts that mention specific artists’ names and attempt to rank artists in a similar manner as brand equity and awareness would be measured. The particularities of the art market are considered mainly in the construction of a topic-specific user network where user expertise and influence is evaluated and later used to rank artists. The proposed ranking system is evaluated against two other available systems to identify the advantages it can offer. 相似文献
4.
Danny D. E. Kim 《媒体管理杂志》2017,19(3):197-221
The macro versus micro debate in the brand personality literature has yielded a variety of micro approach brand personality scales for different media, with both differences and parallels in personality dimensions uncovered. The observed parallels in media brand personality dimensions and the varying media contexts under which empirical tests of selective exposure theories have been conducted suggest some common ground in the way that media product brands of different formats are perceived by individuals prior to selection and that the optimal method of measuring brand personality for media products may be neither broad macro inventories nor highly context-specific micro measures but somewhere in between. This article discusses the construction of a unified scale of media brand personality that can measure the personality of movie, TV show, pop song, news, and video game brands. The results of a two-step study consisting of free-association task (N = 1,440) and factor structure formation survey of selected items (N = 4,967) suggest a three-factor structure consisting of aggression, heroism, and warmth. Communication, media management, and marketing ramifications of this scale and potential directions of future research are discussed. 相似文献
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This study examines factors that account for the success of traditional media's Internet spin-offs in terms of attracted users and the page impressions they generate. Based on empirical data pertaining to the German market, we derive a model explaining online success through the reach of the parent offline medium regarded as given, and the varying degrees to which 5 key levers are employed by the Web site management. The analysis demonstrates that differences in offline reach, considered as one of the main assets of traditional media to leverage online, account for only about a third of the differences in the number of users and for about a tenth of the differences in page impressions. Although the argument for the importance of offline reach (i.e., the brand equity to be leveraged online) is theoretically convincing, this analysis illustrates that the large differences in page impressions and the number of users still are predominantly due to the considerable disparities in manageable levers, inherently independent of offline reach. By benchmarking these levers, the analysis elucidates that managers of online spin-offs are far from maximizing online success. 相似文献
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随着传媒市场竞争的加剧和传媒产品同质化现象的严重。传媒企业品牌意识逐步觉醒,品牌化经营已经成为大多数传媒的共识。然而,许多传媒企业在创建品牌的过程中,缺乏从战略高度对品牌进行科学、合理的规划。本文从传媒企业经营的整体战略出发,对传媒品牌运作的战略目标进行分析,并试着探讨如何实现传媒品牌运作的战略目标。 相似文献
7.
詹成大 《浙江传媒学院学报》2004,11(1):32-34
市场的变化,竞争的加剧,媒介日益重视自己的品牌和形象.本文从现代市场营销学的视角,提出了媒介品牌是一种资产的新观点,并对其增值进行了探析.主要包括:一、品牌是媒介的资产:二、品牌运营是使媒介品牌增值的活动过程;三、品牌增值是媒介各环节联动、各部门整合的动态过程. 相似文献
8.
传媒品牌形象塑造与传播策略探析 总被引：2，自引：0，他引：2
本文从传媒CIS识别系统的建立、传垛品牌个性和品质塑造三个方面探讨传媒品牌形象的构建,并从广告宣传、公共关系和活动推广等方面分析了传媒品牌传播的主要策略. 相似文献
9.
In times of turbulence in the media industry, media organizations are looking for new business models. Digitalization has led traditional news media organizations to testing new forms of advertisement, such as sponsored content and native advertising, whereas others, such as lifestyle magazines, have a longer history in collaborating with brands. Editors are key players in these developments, since they are journalist–managers and decision makers within those daily practices that shape policies and influence new product innovation and development. In this study, we examine from the editors’ point of view, how they see the process of adopting novel forms of advertisement and what ethical challenges are in the way. Building on interview data of lifestyle magazine editors and news editors in Finland (N=18), we present a study that identifies four editorial dilemmas arising from the intersection of brand collaboration and journalistic work in lifestyle magazines and provide a timely first look into an emerging new category of “hybrid editors” in newsrooms. Our results suggests that, in overall, editors’ attitudes toward new forms of brand collaboration are positive. 相似文献
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John C. Busterna 《Journal of Media Economics》2013,26(1):75-88
The author focuses on criteria for assessing the economic performance of media markets using three concepts from the field of welfare economics: efficiency, equity, and externalities. He argues that the ultimate purposes of media economics research are to identify market structure and conduct elements that harm or help these three criteria, and to suggest policy changes that would improve media market performance. 相似文献
12.
An important development in the theory of brands has been the concept of a brand personality as part of the brand image. The construct of congruence relates the personality of brands to the self-concept of consumers. It is assumed that congruence between the recipient's perception of his or her own personality and his or her perception of the brand personality leads to a higher degree of loyalty. The congruence construct has been proven to be a loyalty-promoting factor in various studies for consumer good brands. Whether the influence of congruence also exists with regard to media brands has, however, not yet been examined. As a step to close the gap, this research explores the effects of congruence on consumer loyalty in the media, taking the leading German news magazine brands— Focus, Spiegel, and Stern—which are published in print and online, as a case. The study uses a structural equation model, which is estimated by the partial least squares method, based on a questionnaire answered by 736 respondents. The model was tested for all respondents and those with print and online preference separately. As a result, the influence of congruence on loyalty could also be detected in our media case. Differences of the impact within the models for print and online give rise to the assumption that a differentiated approach to brand management in these two fields has to be taken into consideration. 相似文献
13.
随着市场竞争的日趋激烈,品牌营销成为企业生存的重要手段。企业档案作为企业品牌信息的集合体,对企业品牌记忆具有形构、激活、展示和张扬功能。本文运用案例分析法论证企业档案对企业品牌记忆的凝聚和传扬,并提出当前企业档案传扬企业品牌记忆的新媒体策略,旨在通过挖掘企业档案的传扬功能促进新媒体时代品牌营销。 相似文献
14.
如何运作品牌,提高期刊影响力,打造强势品牌,是期刊界不断探索的课题.根据策划举办高层论坛的实践,对品牌运作与品牌提升的相互作用进行了探讨. 相似文献
15.
本文认为,深度报道能从权威性、思想性、人文关怀和可读性等方面塑造强势的品牌形象。而媒体所处的现实环境、媒体的品牌定位及竞争对媒体的深度报道具有一定的规制作用。 相似文献
16.
Despite ample research on brand engagement via social media, little research considers the aggregate effect of multiple same-brand accounts on engagement. Multiple same-brand accounts are common because they allow brands to extend their reach, tailor their messaging, and cross-promote their products/services. Therefore, this study tests whether interaction between same-brand social media accounts and centrality within same-brand conversational networks is related to user engagement. An analysis of 3,380 brand accounts found that after controlling for interactions with users, interactions between brand accounts contributed significantly to user engagement and that account centrality measures were associated with measures of engagement. 相似文献
17.
Framed by the technology acceptance and customer-based brand equity (CBBE) models, this study investigated how audiences intend to use broadcast television network Web sites. Drawing upon the results of a survey (N = 178), this research found that perceived ease of use and perceived enjoyment significantly influence intent to use broadcast Web sites. Findings also reveal that CBBE plays a significant role as a mediator between motivations and behavioral intention to use broadcast networks' Web sites. It is concluded that as the medium of television evolves, networks' Web sites should be conduits for sustained brand allegiance and broadcasters should make more strategic use of their Web sites. 相似文献
18.
This article focuses on the complexities of managing multi-platform strategies in the complex and highly dynamic environments of contemporary media markets. Based on a comparative case study of two Nordic media organizations, the article identifies and articulates two sets of practices through which strategy is managed in the continuously changing print and online environments. While the practices that guide strategy development of print publishing tend to be content driven, brand constrained, commercially steered, and top-down monitored, strategizing for online platforms tends to be more technology driven, brand inspired, interactive, and entrepreneurial. For multi-platform media organizations this type of situation is challenging because the incremental and radical innovations that they pursue are platform specific, instead of aiming at exploitation and exploration on both platforms. To succeed in the market, the article argues, multi-platform media organizations need to develop strategies and organizational practices that allow them to be truly ambidextrous—to pursue both incremental and radical change—on all platforms. 相似文献
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本文基于对交汇点新闻客户端融媒体新闻产品《白衣侠》制作过程的个案研究,探讨主流媒体融媒新闻生产的路径创新。这一路径背后蕴含全新的思考路向,反映出媒介融合从业态层面到社会层面再回到业态层面的过程,有助于我们理解和把握新传播技术变革下的传播实践。 相似文献
20.
跨媒体出版的品牌建设不仅能提升出版企业的竞争力,实现跨媒体拓展,还能取得良好的经济效益和社会效益。然而,当前跨媒体出版的品牌建设存在着品牌战略缺失、品牌观念落后、品牌效益低下等问题,亟需解决。本文分析跨媒体出版中的品牌建设问题,探讨了媒体出版的品牌创新措施,以期对跨媒体出版的品牌发展提供若干建议。 相似文献