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《我國民營(yíng)媒介品牌競(jìng)爭(zhēng)力提升策略研究》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、摘要自1994年我國出現(xiàn)民營(yíng)媒介企業(yè)以來，在其發(fā)展的過程中機(jī)遇與挑戰(zhàn)并存，既體現(xiàn)了媒體管制政策的不斷變化，又體現(xiàn)出傳媒產(chǎn)業(yè)化、市場(chǎng)化的必然要求。民營(yíng)媒介的發(fā)展史可以在某種程度上反映媒介產(chǎn)業(yè)發(fā)展的變革史。如今，民營(yíng)媒介企業(yè)已經(jīng)成為一個(gè)不可小覷的傳媒力量，活躍至今。營(yíng)銷3．0的時(shí)代，品牌成為制勝的法寶，提升品牌競(jìng)爭(zhēng)力成為企業(yè)增強(qiáng)自身競(jìng)爭(zhēng)力的重要手段。本文主要以民營(yíng)媒介企業(yè)中的佼佼者一光線傳媒作為研究對(duì)象，在對(duì)品牌競(jìng)爭(zhēng)力方面理論進(jìn)行梳理的基礎(chǔ)上，結(jié)合案例對(duì)民營(yíng)媒介品牌競(jìng)爭(zhēng)力影響要素進(jìn)行分析，并構(gòu)建一個(gè)基于媒介產(chǎn)業(yè)因素、企業(yè)內(nèi)部因素及品牌因素為主的分析模式。以上述
2、分析為基礎(chǔ)，探析民營(yíng)媒介品牌競(jìng)爭(zhēng)力方面存在的問題，如：政府政策缺乏連貫性和穩(wěn)定性、缺乏獨(dú)立播出渠道、人員素質(zhì)高，但流動(dòng)性強(qiáng)、節(jié)目?jī)?nèi)容單一化、品牌定位不明確等問題，針對(duì)這些問題提出應(yīng)對(duì)策略，首先，優(yōu)化民營(yíng)媒介品牌發(fā)展的政策環(huán)境、構(gòu)建戰(zhàn)略聯(lián)盟、整合企業(yè)資源；其次，建構(gòu)共享體系、培養(yǎng)媒體人才、塑造優(yōu)秀的企業(yè)文化、打造內(nèi)容為王；最后，確立明確的品牌定位及塑造良好的品牌形象等。關(guān)鍵詞：品牌；品牌競(jìng)爭(zhēng)力；民營(yíng)媒介品牌AbstractSince1994，ourcountry’Sprivatemediaenterpriseshasbeenappeared．Theyared
3、evelopingwithOpportunitiesandchallenges．Notonlyembodiesthechangingofthemediacontrolpolicies，butalsodemonstratestheinevitablerequirementofthemediaindustryandmarket．Inaway,thehistoryofthedevelopmentoftheprivatemediareflectsthechangehistoryofthemediaindustry．Now,Privatemediaenterpris
4、eshasbecomemoreandmoreimportantthatshouldnotbeovedooked．InMarketing3．0era，Brandhasbecomeaninvaluableassetthatcouldhelptheenterpriseswininthemarket．Enhancethecompetitivenessofthebrandhasbecomeanimportantmeansforenterprisestoenhancetheircompetitiveness．Inthispaper,Imainlyresearchthe
5、leaderintheprivatemediaenterprises·EnlightMedia．Onthebasisofbrandcompetitivenesstheory．1analysisthebrandcompetffivenesselementsoftheprivatemediacompanythroughcaseanalysis．Buildatwo-dimensionalanalysismodelwhichbasedonmediaindustryfactors，companyinternalfactorsandbrandidentity．Base
6、dontheaboveanalysis，wecouldfindtheproblemsprivatemediabrands．Suchas，thepoliciesofgovernmentlackofcontinuityandstability,lackofindependentbroadcastchannels，．highqualityofpersonnel，buthighlyresignation，similarprogramcontentandbrandpositioningisnotclearandSOon．Fortheseproblems，wecarl
7、takesometactics．First，optimizingthepolicyenvironmentoftheeprivatemediabrands，buildingstrategicalliancesandintegratingtheenterpriseresources．Second，constructingasharedsystem，culturingmediatalent，creatingexcellentcorporatecultureandbuildingagoodprogram．Third，establishingaclearbrandp
8、ositioningandcreatingagoodbrandim
