基于SWOT分析的《錢江晚報》的品牌戰略探究

電視制片管理論文編號:DSZP036 論文字數:8426,頁數:12 附任務書,開題報告,中期檢查表,指導記錄,答辯表

目  錄
一、 SWOT分析法簡介 1
二、 《錢江晚報》SWOT分析 1
（一） 內部因素 1
（二） 外部因素 4
（三）《錢江晚報》品牌戰略SWOT分析結論 7
三、 《錢江晚報》品牌戰略選擇 8
（一） 提升內在品牌價值和附加價值 8
（二） 強化報業集團品牌化管理 9
（三） 加強品牌延伸 9
（四） 鞏固與新媒體的融合 10
致 謝 11
參考文獻 12

 摘要：隨著現代經濟的高速發展，經過二十多年的快速發展的中國報業，陷入了一種進退兩難的境地。人們生活的節奏日益加快，全球經濟快速發展，傳媒技術日益更新，人們了解外界信息的渠道也日益多樣化，尤其是網絡傳播越來越普及化。這些因素都給缺點越來越突出的紙質媒體——報紙帶來了不可避免的生存危機。在歷經了價格、板式、內容等方面的激烈競爭后，越來越多的報紙開始研究可以讓報紙起死回生或是保持自身優勢的方法。在這種大環境下，越來越多的報紙將注意力投射到了報紙品牌建設方面，意識到報紙品牌戰略對報紙生存和發展的重要性，并開始著手策劃自己獨特的品牌戰略。這這種背景下，此文以SWOT為分析方法，以錢江晚報為例，對現在報業存在的種種環境——包括優勢、劣勢、機會、威脅等方面進行分析和探究，找出報業存在的問題。最重要的是，根據分析結果提出一系列報業品牌戰略調整的方案共報業參考，建議報業實行“深化品牌，提升核心競爭力”的品牌戰略。并通過這些品牌戰略讓報業在現代傳媒經濟條件下，繼續保持和優化自身的優勢。
 關鍵詞：品牌戰略；錢江晚報； 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