“品牌”,在现代社会早已不是什么陌生概念,如同大卫·奥格威所言,它是“生活结构的一部分”。在社会主义市场经济条件下,品牌竞争日益成为更高的竞争形式与手段,靠品牌打天下已成为有长远眼光企业的追求。市场竞争的历程告诉我们,竞争走过了价格竞争、成本竞争、质量竞争直至品牌竞争等几个阶段。在我国,商品化、产业化历程不过十数年的传媒业,其市场竞争状况与普通商品市场竞争相比,存在一定的相似之处。而 “Brand” is no longer a strange concept in modern society. As David Ogilvy put it, “it is part of the structure of life.” Under the conditions of a socialist market economy, brand competition has increasingly become a form and means of competition with higher standards. It has become the pursuit of long-term enterprises by the brand name. The course of market competition tells us that competition has gone through several stages of price competition, cost competition, quality competition and brand competition. In our country, the process of commercialization and industrialization, however, has some similarities in the media industry over the past decade. Compared with the competition in ordinary commodities, the market competition has some similarities. and