《南方周末》品牌策略研究

华中科技大学硕士学位论文《南方周末》品牌策略研究姓名：胡建斌申请学位级别：硕士专业：传播学指导教师：汪佩伟20050511IIITodaythesituationofmediamanagementhasalreadychangedremarkably.Forexamplequantityofinformationinthemediashiftfrominsufficienttorelativesurplusthehomogeneityphenomenaofmedia'sproductsareseriousdaybydayandmedia'saudiencesaremoreandmoreactiveandvaried.Allaboveimpelthemediatomanageanddevelopitselfwithanewideainordertooccupythefavorablepositioninthecompetition.Withthecorporatizationandmarketizationofthemediainourcountry,themediabrandstrategybecomesmoreimportantthanbefore.In1998theSouthWeekendtooktheleadinfoundingthebrandofficeinChinesepressandledCIsystemintonewspapermanagementsoitcouldberatedasthepioneerofChinesejournalismonestablishingbrand.Therefore,itisfulloftheoreticandrealisticsignificancetochoosethisnewspaperasthecaseoftheresearchonnewspaper’sbrandstrategy.Thisarticleregardsasthecentralissuewiththetacticsofbrandpositioningwhichisthebaseofbrandstrategy.Inthebeginning,thethree-timealterationinthehistoryoftheSouthWeekendisintroduced.Thenadeepanalysisismadeonthethirdalterationthathasevokedawidediscussion.Thearticlegivesapositiveappraisaltothethirdonefromsuchseveralangelsasthethreelawsofmediaoperation,mediabrandcharacterandbrandpositioning.Brandpositioningmakesbrandmarketingandpromotion.AfterprobingintothebrandpositioningtacticsoftheSouthWeekendindetail,thisarticleinducesandcommentsthebrandmarketingandpromotiontacticsofthenewspaper.Somecharacteristicmeasuresamongthemcanbeusedforreferenceasthegeneralexperienceofmediabrandconstruction.Certainly,asothercasestudies,inthelastpartofthisarticle,somedefectstheSouthWeekendownsatpresentarepointedout,andsomecountermeasuresareprovided,whichcanonlybeconsideredasapersonalview.Keyword:theSouthWeekendbrandpositioningbrandcharacterbrandmarketingandpromotion_____12341.11980[1][2]51.21990[3][4]6[5][6]1.320007[7]8920002.110[8][9]11[10]12[11]200213[12]2.2[13]14152.3[14]1617[15][16]1819[17][18]20[19]21[20]22234.2242526274.3[21]282930315.132[22]5.3335.43435[1].2001.8P9[2].2001.8P10[3].2003.4P12[4].1999.6P4[5].1999.3P21[6].,2002P175[7].2002.10P13[8].1999[9],.,,2002P25[10].,,1993P123[11].,,2003P83[12].2002.11P38[13]LynnBUpshaw.1999P45[14].1999.8P23[15].2003.2P16[16].,,2003P116[17]LynnBUpshaw.1999P59[18].,,1993P215[19].M-MBA2003P97[20].2002P136[21].2001P87[22].,,2002P103362005/5/637[1]LynnBUpshaw.1999[2].2002[3].1999[4],.,,2002[5].2002[6].2001[7].2002[8],.,,2003[9].,,1995[10].,,1998[11].1997[12].,,2002[13].2002[14].2003[15].,,1999[16].,,2003[17].,,1993[18].1999[19].1997[20].2002[21].2004[22].2003[23].,2002[24],.:,38,2000[25].M-MBA2003[26].M-MBA2003[27].2001[28].,,2003[29],.,,1999[30].,2002[31].1999.8[32].2003.2[33].2002.4[34].:,,2002.10[35].2002.11[36].[37]2004-1-110382004-6-31060[38][39][40][41][42]KishelPG.AdvertisingMediaPlanning:ABrandManagementApproach(Book).CurrentReviewsforAcademicLibraries2004[43]AdamsonAllen.WhyTraditionalBrandPositioningCan'tLast.Brandweek2003[44]Shirleybiagi.MediaImpactWadsworthPublishingCompany,1992[45]NovakEricLymanMichael.BrandPositioning:TheArtofRetyingConnections.ElectricityJournal199839[46]Watson,James.MediaCommunicationNewYork:St.Martin,1998[47]TidwellPaulaMHorganDianneD..Brandcharacterasafunctionofbrandloyalty.CurrentPsychology1993[48]MarshallMcluhan.UnderstandingMediaMcgraw-hillbookcompany,1964[49]CobbinDarrylA.Artist/BrandsNeedsProperPositioning.Billboard1998[50]ArkeET.MediaMonoliths:HowGreatMediaBrandsThriveandSurvive.CurrentReviewsforAcademicLibraries,200540《南方周末》品牌策略研究作者：胡建斌学位授予单位：华中科技大学相似文献(1条)1.学位论文文九《南方周末》文化副刊风格转型研究2004本文旨在以文化批评及文化研究理论，运用文本细读法和历史分析方法，将二十年来的《南方周末》文化副刊进行梳理，指出其文化副刊风格变化的历程。改革开放以来，中国的政治、经济体制改革，人们的思想观念发生极大变化，报纸等媒体也以极快的速度发展。《南方周末》就是在这种时代环境里应运而生的。本论文就《南方周末》文化副刊的发展变化，将其风格分为五个部分：一、“南方风味，周末特色”的风格；二、“雅”与“俗”的风格；三、风格的转型；四、品牌定位；五、走向主流媒体。本文试图以《南方周末》文化副刊为个案，探讨世纪之交报纸副刊文学与大众文化及人们生活之间的互动关系，同时力图通过对这一阶段报纸副刊的表现，来透视中国当代文学与文化的存在状况和发展走向。本文链接：授权使用：上海海事大学(wflshyxy)，授权号：7a9f5f16-8858-4376-991e-9e3500bfba75下载时间：2010年11月21日