| 试论传媒品牌运作的战略目标及其实现途径 |
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| 引用本文： | 马二伟.试论传媒品牌运作的战略目标及其实现途径[J].新闻界,2008(5):65-67. |
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| 作者姓名： | 马二伟 |
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| 作者单位： | 重庆工商大学文学与新闻学院,重庆,400000 |
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| 摘 要： | 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。
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| 关 键 词： | 传媒 品牌运作 战略目标 |
The Strategic Target and Achieving Means of Media Brands Operation |
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| Ma Erwei.The Strategic Target and Achieving Means of Media Brands Operation[J].Press Circles,2008(5):65-67. |
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| Authors: | Ma Erwei |
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| Abstract: | With the media market competition intensifies and the homogenization of media products in the grave,media enterprises gradually awakening brand awareness,brand management has become the consensus of the majority of the media.However,in the process of creating brand,many media enterprises have the lack of a scientific and reason-able planning from the strategic height.This paper try to have an analysis of the strategic target of the media brand op-eration form the media's overall business strategy,and explore ways to achieve the operation of the media brand strate-gic objectives. |
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| Keywords: | Media The Brand Operation Strategic Target |
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