媒体品牌维护及拓展战略/The maintainance and development strategy of media brand

2018-10-19 06:04:03

brand 品牌 media 媒体 expanding



媒体品牌意识的觉醒和品牌战略的实施是我国传媒产业化经营的必然结果,也是传媒市场走向完善、走向成熟的重要标志。品牌是一家媒体区别于同类媒体品质优异的体现,实施品牌战略,不仅能给媒体带来巨大的利益,而且是媒体在激烈、多变的市场竞争中保持不败、持续发展壮大的关键环节。由于国内传媒业的品牌建设尚处于起步阶段,理论研究相对滞后,各媒体间的发展也很不平衡。一些媒体虽然认识到品牌建设的重要性,却缺乏相应的手段和工具实施品牌维护与拓展;还有一些媒体由于长期忽视品牌经营,致使品牌贬值,严重者已给媒体生存造成不良影响。
本文从分析、研究沪上两大报业集团——解放日报集团和文汇新民联合报业集团品牌经营的利弊得失入手,提出了我国媒体集团在品牌建设方面带共同性、普遍性的问题,继而针对这些问题,从媒体品牌的维护与拓展两个层面进行论述。 
在品牌维护方面,重点研究了媒体品牌的核心定位管理、核心竞争力塑造、核心人才培育等问题;在品牌拓展方面,结合南方报业等媒体集团品牌经营的成功经验,重点探讨了传媒集团化经营时代的品牌拓展策略,包括以龙头品牌带动形成品牌媒体群落、将品牌核心价值延伸到媒体运营的产业链上,以及拓展以资源为中心的增值服务等等。并引用了大量中外业界的成功案例,希望对中国媒体的品牌经营提供现实的参考和借鉴。





The industrial operation of media in China consequentially results in the arousal of media brand consciousness and the actualization of brand strategy, which are the essential symbols for perfection and matureness of the Chinese media market. It is on the brand that one media differs from another. The carry out of brand strategy can not only bring the media great economic interests, but also is the key point for it to achieve an invincible footing in fierce competition. For the brand establishment is in the embryonic stage in China, theoretical research is comparatively laggard, and this makes the disequilibrium among different media. Although some media have realized the importance of brand establishment, they have no corresponding method to conduct brand maintenance and brand expanding. Some other media ignore brand operation and policies, and this leads to brand depreciation, and even has a strong impact on media subsistence.
This paper analyses the gains and losses of the two press groups in Shanghai, the Jiefang Daily Press Group and Wenhui-Xinmin United Press Group, in their brand operation and policies, and discuss the intercommunity and universality in their the operation and policies of brand maintenance and expanding between the two groups.
When discussing the problem of brand maintenance, the paper lays strong emphasis on the study of the management of core position value, the establishment of core competence, and the cultivation of core elites. When discussing the problem of brand expanding, the paper emphasis on the study of the strategy of brand expanding in organized operation time, including leading brands bring along brands community, expanding the core value of the brand to industry chains of media management, and expanding resource-centered value-added-service, etc.. The paper also cites many successful cases around the world for media in China to use for references.