当代世界已进入品牌竞争时代,有了品牌就有了市场, 就有了生存的基础。在西方,品牌经营也是媒介业竞争的利器。《洛杉矶时报》发行人马克·韦尔斯曾提出这样的指导思想:要像管理企业一样管理报纸,要建立品牌,要以推销消费品那样的效率和冲劲来推销报纸,增强与读者接触的 The contemporary world has entered the era of brand competition, with the brand there is a market, there is a basis for survival. In the west, brand management is also a weapon for media industry competition. Mark Wells, the publisher of the Los Angeles Times, put forward the guiding principle: to manage a newspaper like a management company, to establish a brand, to promote the newspaper with the efficiency and momentum of promoting consumer products, and to enhance contact with readers