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在现今市场不断细分的多元化传媒时代,媒体品牌形象代表的是媒体市场价值取向和定位,是媒体获得市场认同和广告客户归属的风向标;同时,媒体品牌的建立和打造则是加快媒体发展的润滑剂,是促进媒体迈向产业化经营的催化剂。由于目前媒体间存在大量的同质化竞争,使得各媒体在经营媒体和增加广告创收上,不断地在寻求和拓宽媒体与市场的契合点,尤其在以媒体品牌引领市场,服务市场,带动媒体市场价值提升上,各台都在不断加大市场启动力度,通过建立品牌形象,从而提高媒体对市场的服务水平和广告承载力度。
In today’s ever-diversifying media era, the media brand image represents the value orientation and positioning of the media market. It is the benchmark for the media to gain market approval and advertisers’ ownership. At the same time, the establishment and establishment of media brands is to speed up media development Lubricants, is to promote the media toward the industrialization of the catalyst. Due to a large amount of homogenization competition among the media at present, all media are constantly seeking and broadening the point of convergence between media and market in terms of operating media and increasing advertising revenue. In particular, they lead the market with the media brands, serve the market and drive the media On the improvement of market value, all the stations are constantly increasing the market launch, and by establishing a brand image, the service level and advertisement carrying capacity of the media on the market are enhanced.