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在市场经济日趋成熟的时代,媒体品牌意识逐渐觉醒,日益重视塑造品牌。搞好品牌经营,成为传媒推动发展、提升自身竞争力的战略选择。本文从传媒品牌定位、形象建立、品牌维护管理以及品牌拓展延伸等方面进行了论述。 相似文献
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柯达、福特、摩托罗拉等一个个知名品牌的没落发人深省。本文从品牌定义战略、品牌传播战略以及品牌经营战略三个方面对柯达的品牌战略进行回顾,分析了数码时代柯达的战略应对,指出企业品牌经营战略的确定必须契合数字时代消费者的变化,品牌经营战略的制定必须具有前瞻性眼光,品牌经营战略和品牌总体战略应该齐头并进、共同发展。 相似文献
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南方报业传媒集团是我国传媒业界经营较为成功的大型企业之一。这个集团在不长的时间内通过各种经济手段，使传媒产业迅速做大做强，取得了较好的经济效果。它成功的原因之一，是其实施了品牌拓展战略。研究南方报业传媒集团的品牌拓展战略，对于我国的传媒业界如何壮大传媒经济，具有一定的理论意义和现实意义。 相似文献
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当前,越来越多的儿童传媒正在着手将品牌作为一项核心竞争力来打造,积极探索一条适合自身特点的品牌建设道路.但笔者通过考察当前儿童传媒现状,发现当前儿童传媒界在品牌建设方面存在的缺失问题:缺乏深入完善的品牌经营观,品牌化运作层次低,市场秩序较乱,定位重复、结构失衡,绝大多数童媒企业尚未建立起现代企业制度,缺乏高素质的经营管理人员,等等.本文研究总结品牌传媒发展和成功的经验,提出了童媒创建品牌的思路和策略. 相似文献
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本文选取知音传媒集团作为研究对象,通过对其发展历程中的环节梳理,运用实证研究的方法,总结其在数字化时代背景下企业战略与经营方面的市场化战略、跨领域多元化经营战略、新媒体战略、品牌延伸战略的四大主要战略,同时指出其当前面临的一些问题,并提出合理化建议。 相似文献
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中国的传媒发展和经营,必须立足于中国的现实,不论是集团建设的战略构想,还是产业发展的宏观认识,都离不开中国的现状和国际环境的影响,此所谓知己知彼,百战不殆。国内媒体若要与国际传媒巨鳄相抗衡,决不仅仅是对国外媒体经营管理模式的学习与模仿,更重要的是找准战略目标和战略定位。《关于传媒发展和经营的若干宏观认识问题》和《借鉴创新 与时俱进》从不同的方面、不同的角度给传媒管理和经营者以启示。 相似文献
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党的十七届六中全会关于文化大发展大繁荣的决定,为我国新闻媒体事业指明了发展方向。做大做强媒体,必须建设强势传媒品牌,以品牌带动传媒机构文化凝聚、组织发展。传媒品牌建设是媒体事业、产业进步的标志,品牌发展壮大体现着媒体运作的精神品位和导向把握,要树立经营传媒品牌理念,遵循科学规律,以传媒内容生产为纽带,做强主业,持续提高传媒品牌的美誉度。 相似文献
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面对新媒体的迅速崛起,传统纸媒的经营模式和运营方法已经不能适应数字时代广大受众对传媒的多样化需求.纵观国际传媒产业中,全球知名传媒企业都不遗余力地结合自身特点和优势,制定了数字时代的发展战略,与新媒体进行合作,寻求新的发展空间.随着传统媒体数字化进程的推进,传媒产业的经营将步入新的历史发展阶段,传统媒体与新兴媒体间的合作日趋增多,融合程度不断深入,经营理念不断更新.对于基于传统纸媒起步的传媒企业来说,数字化时代的重要任务无疑是保持受众对媒介产品的忠诚,维护媒介品牌影响力,提升媒介自身竞争力. 相似文献
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首先梳理天津日报传媒集团的转型升级现状,包括"141"发展战略、广告客户结构合理化、着力活动营销、探索子报子刊的公司化运作等。然后从政府行业政策及集团经营层面提出建议,包括政府应扶持两大报业集团转型升级,集团应调整产业与产品结构、深挖整合资源、释放品牌潜力等。 相似文献
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IP经营体现了传媒经济学中的范围经济模式.传媒产业不仅要靠传统的传媒产品,而且还要大力开发衍生产品,进行品牌延伸,从传媒产品领域进入一般商品领域,尽可能延伸产品价值链和经营范围.本文通过对罗德尔公司的杂志IP经营现状进行分析,总结出“版权价值+品牌运营”的成功经营模式. 相似文献
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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
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Nando Malmelin 《Journalism Practice》2016,10(5):589-607
This article discusses the role of the online audience community as a strategic resource for media work. It opens up a current perspective on the audience community, which has received scarce attention in research both conceptually and empirically. The article provides an empirical analysis of the various ways in which the audience community can serve as a resource in the work of journalists. The conclusion is that the audience community can have wide-ranging strategic significance and implications for media work and media brands. In particular, observing and connecting with the audience community can help journalists acquire deeper knowledge and understanding of the audience, as well as strengthen commitment and engagement among the audience with the media brand. As a consequence of collaborating with the audience community, new journalistic roles and tasks are emerging. 相似文献
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Although owned media formats that pursue brand-policy objectives have been receiving considerable attention in industries since the beginning of the millennium, virtually no research results are available about their conceptual background and strategic management. Using total interpretive structural modeling, this study examines two research questions: (1) Which success factors for the evolving brand-owned media concept can be identified? (2) How can these factors be systematized in terms of interrelations and hierarchies? Results indicate that the success of brand-owned media depends on a complex interrelation of eight factors. Content-centric factors such as content quality and the non-advertising character of brand-owned media are most important for creating relevant content and for achieving media success in terms of reach and frequency. In contrast, brand strength is not regarded as a precondition of brand-owned media success but rather as a result. 相似文献
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Dan Shaver 《媒体管理杂志》2013,15(3-4):112-120
Although there has been much research into corporate governance generally, little attention has been focused specifically on issues in media companies. The question is further complicated by the increasing frequency with which media enterprises that have traditionally operated within the industrial context of a specific medium are becoming business lines for media conglomerates and must compete for resources and strategic attention from a board more concerned with bottom-line profitability than with traditional media industry norms. This study examines board compositions of 21 firms with leadership positions in 1 or more traditional mass media industries and compares governance structure and results for those firms that are concentrated in 1 media segment to those that operate multiple media segments. Relations between skills sets associated with different categories of board members (legal, finance, consumer/marketing, service, academic, and other), management influence, and other board demographics to the creation of shareholder value were identified based on financial measures of market value, earnings per share, and dividend levels. The relations between board characteristics and strategic measures of capital reinvestment, asset sales, and acquisitions were also examined. A number of significant differences were identified between single-industry and conglomerate firms in these dimensions. 相似文献
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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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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
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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
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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