浅论媒体品牌栏目的创建、维护与延伸/Brand Promotion, Brand Extension and Brand Maintainance of Med

2018-10-31 21:08:26

brand 品牌 media building 媒体



同其他领域的品牌理念相比,人们不难发现,长期受保护的媒体产业,应该说品牌意识是相对薄弱的,国内媒体的大楼和硬件设备同国际同行相比毫不逊色,甚至还要高出一筹,但是国内媒体生产出来的产品的影响力与国际水平却还相差甚远。我们基本上还处在“自给自足”的小农经济阶段,品牌营销的理念相当落后。随着中国加入WTO,以默多克麾下新闻集团为代表的境外媒体大举进入中国市场开展实质性的竞争,一场“眼球争夺战”必将愈演愈烈。“我们拿什么来武装头上开放的天空?我们拿什么来奉献给你,我的观众?”早已是我们扪心自问的时候了。
本文的主旨在于通过分析国内外媒体创建一个个品牌栏目的成功或者失败案例,阐明实施媒体品牌栏目战略的重要性、必要性和迫切性,通过分析,把握媒体品牌栏目创建的一般规律和特殊路径。最近,上海宣传主管部门推出了《关于实施媒体品牌战略的若干意见》,要求沪上媒体“加大力度,抓紧培育和形成更多导向正确、定位清晰、特色鲜明、影响力大、富有市场竞争力的媒体品牌”。《意见》从提升城市文化竞争力的高度,提出了媒体品牌建设的急迫性,这一开创性的举措对于优化媒介生态环境、推动媒体品牌建设、提升媒体影响力,无疑具有十分积极的意义。笔者也想通过本文抛砖引玉,为沪上媒体的品牌创建工作做一些基础性的研究并提出建设性意见,如有不妥,还望大家指正。



Comparing with brand concept in other field, it’s easy for people to find out that the long-protected media industry is comparatively weak on brand awareness. The building or other hardware of domestic media is not inferior compared with foreign counterparts, and maybe even better, but the product influence is left far behind by foreign media. Generally, we are at the stage of “autarky”, our brand marketing concept is lagged far behind. With China’s entry into WTO and represented by Rupert Murdoch's News Group, foreign medias have come in bulk and compete in Chinese market, a “eye-ball catching war” will getting increasingly fierce. How do we arm ourselves? What do we provide for our audience? It’s really time to retrospect.
The main idea of this thesis is to elaborate the importance, necessity and imminency of carry out brand strategy through analysis on successful and failing examples of foreign media setting up a media brand and try to find out the general rule and special path of media brand building. Recently, Shanghai Publicity Ministry released Several Notions on Carrying Out Media Brand Strategy and ask Shanghai media to “enhance strength and cultivate more media brand with correct guidance, clear position, special characteristics, great importance and strong competitive ability”. The Notions has raised the push of media brand building at the level of improve city culture competitive ability, This pioneering measure definitely has very positive influence on optimizing media eco-system and promoting media brand building and improve media influence. The author also tried to do some fundamental research and raise some constructive suggestion for Shanghai Media brand building, if there is any inappropriate, welcome discussion.