基于SWOT分析的《钱江晚报》的品牌战略探究

论文编号:DSZP036 论文字数:8426,页数:12 附任务书,开题报告,中期检查表,指导记录,答辩表

 摘要：随着现代经济的高速发展，经过二十多年的快速发展的中国报业，陷入了一种进退两难的境地。人们生活的节奏日益加快，全球经济快速发展，传媒技术日益更新，人们了解外界信息的渠道也日益多样化，尤其是网络传播越来越普及化。这些因素都给缺点越来越突出的纸质媒体——报纸带来了不可避免的生存危机。在历经了价格、板式、内容等方面的激烈竞争后，越来越多的报纸开始研究可以让报纸起死回生或是保持自身优势的方法。在这种大环境下，越来越多的报纸将注意力投射到了报纸品牌建设方面，意识到报纸品牌战略对报纸生存和发展的重要性，并开始着手策划自己独特的品牌战略。这这种背景下，此文以SWOT为分析方法，以钱江晚报为例，对现在报业存在的种种环境——包括优势、劣势、机会、威胁等方面进行分析和探究，找出报业存在的问题。最重要的是，根据分析结果提出一系列报业品牌战略调整的方案共报业参考，建议报业实行“深化品牌，提升核心竞争力”的品牌战略。并通过这些品牌战略让报业在现代传媒经济条件下，继续保持和优化自身的优势。
 关键词：品牌战略；钱江晚报； SWOT

THE STUDY OF BRAND STRATEGIC TO “QIANJIANG EVENING NEWSPAPER” BASED ON THE SWOT ANALYSIS
      ABSTRACT ：With the rapid development of modern economy, after 20 years of rapid development of China, the press, caught in a dilemma. Increasingly accelerated pace of people''''s lives, the global economy has developed rapidly growing media technology updates, the information channels for people to understand the outside world is also increasingly diverse, particularly in the network communication is increasingly more popular. These factors have given an increasingly prominent shortcomings of paper media - newspapers, has brought the inevitable crisis of survival. Having put the price, board, content and other aspects of the fierce competition, more and more newspapers began to study newspapers can revive or maintain its edge. In this environment, more and more newspaper attention onto the newspaper brand building, brand strategy, newspapers, newspapers aware of the existence and importance of development and to begin planning its own unique brand strategy. This is such a background, this article in order to SWOT analysis methods to Qianjiang Evening News, for example, right now there is all kinds of press environment - including strengths, weaknesses, opportunities, threats analysis and explore areas, find newspapers problems. The most important thing is, according to results of the analysis made a series of newspaper brand strategy adjustment programs of the press for reference, it is recommended to implement the press, "to deepen the brand, enhance core competitiveness" of the brand strategy. And through these brand strategy to the press in the modern media, economic conditions continue to maintain and optimize its own advantages.
 Key words: brand strategy；SWOT；Qianjiang Evening Newspaper
    
 
目  录
一、 SWOT分析法简介 1
二、 《钱江晚报》SWOT分析 1
（一） 内部因素 1
（二） 外部因素 4
（三）《钱江晚报》品牌战略SWOT分析结论 7
三、 《钱江晚报》品牌战略选择 8
（一） 提升内在品牌价值和附加价值 8
（二） 强化报业集团品牌化管理 9
（三） 加强品牌延伸 9
（四） 巩固与新媒体的融合 10
致 谢 11
参考文献 12