一、机关报品牌经营总体尚属起步媒体品牌经营,是一个既耳熟又新鲜的话题。说耳熟,是因为自上世纪90年代中后期大量都市报和市民报陆续创刊、报媒的垄断经营被打破以来,品牌经营的相关理论被大量引进,学界业界逐步关注,媒体的品牌建设也在多方尝试;说新鲜,是由于品牌是竞争的产物,只有在相对成熟的市场环境中才会产生现代意义上的品牌。而中国报业媒体的市场经营虽然已经 First, the organ reported that the overall brand management is still a starting brand of media business, is a both familiar and fresh topic. To be familiar is that since the mid-to-late 1990s, a large number of metropolitan newspapers and citizen newspapers started to be published one after another. Since the monopoly operation of media outlets has been broken up, relevant theories on brand management have been introduced in large quantities. Gradually the academic community has paid attention to the media brand building Multi-try; fresh, because the brand is the product of competition, only in a relatively mature market environment will produce a modern sense of the brand. While China’s newspaper media market operations have been