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都市报作为中国报业市场上竞争最激烈、市场化程度最高的报种面临着内忧外患的竞争形势。新媒体的迅猛发展态势在不断侵蚀都市报的利润空间和都市报本身严重的同质化都让都市报陷入了步履维艰的发展困境。而品牌化经营是都市报走出同质化怪圈、实行差异化竞争并树立自己独特气质的重要武器。本文以大卫?艾克的品牌识别系统为理论基础,试图在梳理都市报发展历程的基础上,分析都市报在品牌构建过程种存在的问题及其影响因素,并提出建设性的具体对策。
As one of the most competitive and market-oriented newspapers in the Chinese newspaper market, Metropolis Daily is faced with the competitive situation of internal and external problems. The rapid development of new media in the ongoing erosion of the Metropolitan Daily profit margins and the metropolitan newspaper itself a serious homogenization of the Metropolis Daily has fallen into the difficult development difficulties. The brand management is the Metropolis Daily out of homogeneity cycle, the implementation of competitive differentiation and establish their own unique temperament of the important weapons. Based on the brand recognition system of David Ike, this paper tries to analyze the existing problems and influence factors of Metropolis Daily in the process of brand building and puts forward some constructive countermeasures based on the analysis of the development of Metropolis Daily.