近年来,报纸媒体竞争已经呈现白热化程度,生存危机迫使人们重新思考媒体的出路。尽管人们在寻求出路上各显神通,但有一点已经形成共识:媒体要有过硬的品牌。没有独具特色的品牌,就很可能渐渐失去生存空间。品牌已经成为关乎报纸生存的要件。媒介品牌的概念是从经济管理学中移植过来的。从广义上讲,品牌是企业人才、设备、产品、符号、文 In recent years, competition in the newspaper media has become white-hot. The survival crisis has forced people to rethink the way out for the media. Although people are finding their way out, one thing has come to a consensus: the media must have a strong brand. Without a distinctive brand, it is likely to gradually lose its living space. The brand has become an essential element in newspaper survival. The concept of a media brand is ported from economics and management. Broadly speaking, the brand is the enterprise talent, equipment, products, symbols, texts