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在传统媒体纷纷转型的今天,因为存在受众特征的变化、内容生产的同质性、媒体内部管理失调等原因,所以,媒体品牌运作显得更加重要。本文试图论证以消费者受众需求为导向的媒体品牌定位和内容生产是品牌成长的核心;构建传统媒体的品牌架构组合是多层次强化品牌深度的关键手段;跨域形成产业价值链导致的媒体品牌延伸是提高品牌影响广度的最佳途径;媒体内部的组织架构设置和营运、人才的管理是品牌成长的有力保障。或许,本文观点打开了一扇转型中媒体品牌运作思考的窗户。
Today, when traditional media are transforming one after another, the operation of media brands is even more important because of the changes in demographics, the homogeneity of content production and the internal management imbalance in the media. This paper tries to demonstrate that the positioning of the media brand and the production of the content oriented to the needs of the consumer audience are the core of the brand growth. The construction of the brand architecture combination of the traditional media is the key means to strengthen the brand depth at multiple levels. Extension is the best way to improve the breadth of the brand influence; organizational structure and operation within the media, talent management is a strong guarantee for the growth of the brand. Perhaps, this article opens a window on the thinking of media brand transformation in transition.