纸质媒体经营选择:创建品牌和品牌延伸

The Choice of Paper Media Business:Brand Creation and Brand Extension

纵观世界传媒发展史,每一次传播手段结构性变革往往对既有媒体生态产生了多种同向度但意义多维的选择变化。传统媒体应该如何面对新的生存形势?如何确定自己的生存价值取向?从目前国内报刊媒体编辑出版趋向以及媒体经营市场运作经验来看,就要不断提升自己,打造自身品牌,运用品牌化效应的经营手段,进一步延伸既有媒体品牌,挖掘更深更大的市场潜力;以自身品牌的优势,跨媒体整合竞争优势,以品牌效应延伸新的经济增长模式。

Throughout the history of the world＇s media development, every structural revolution of the means of communication has led to a multi-dimensional choice of change to all the existing media. How should the traditional media face the new situation？ How should they determine their own value？ Judging from the current development trend and the market operation experience of the domestic paper media, the media should improve themselves in order to create their own brands constantly, make use of the strategic branding methodology, and extend their existing media brands further and dig deeper into their potential markets. In conclusion, taking advantage of their brands, the traditianal media should integrate with the competitive cross-media to develop a brand new model of economic growth.