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20多年来,中国的报业竞争先后出现过扩版与周末版大战、发行大战、新闻大战、价格大战等等,随着报纸市场的不断发育和成熟,更高层次的报纸品牌竞争的理念日益明晰并逐渐成为报界新一轮竞争焦点。品牌理念是报纸基于品牌市场定位而提出的该品牌所应具有的核心价值和独特个性、它是企业文化的重要组成部分, 代表了企业终极的价值追求,它通常可以通过一句简短的广告语来表达。报业竞争日趋白热化,品牌理念亦即广告语的内涵和个性也受到越来越多的关注和重视。
In the past 20 years or more, the newspaper industry competition in China has appeared in the following aspects: the edition with the weekend edition, the distribution war, the news war, the price war, etc. As the newspaper market continues to develop and mature, the concept of higher-level newspaper brand competition becomes clearer and clearer And has gradually become the focus of a new round of competition in the press. Brand concept is the brand’s core value and unique personality that the newspaper puts forward based on the brand market orientation. It is an important part of corporate culture and represents the ultimate value pursuit of the enterprise. It can usually come through a short advertisement expression. The increasingly competitive newspaper industry, the brand concept that is the meaning and personality of the slogan has also been more and more attention and attention.