传媒品牌形象测量指标体系研究

本文通过理论分析和实证研究表明，传媒品牌形象是一个复杂、多维度的形象体系，由41个指标构成，可以划分为企业文化、经营指标、技术指标、历史形象、前景形象、员工形象、内容产品属性、消费结果形象、消费价值形象、受众显性属性、受众隐性属性这11个维度。这11个维度可以归结为三大类，即传媒机构形象、内容产品形象以及受众形象这三大类指标，结合因子得分结果，本文从这三方面出发提出了传媒品牌形象管理相关建议。

According to the theoretical and empirical research,the article suggested that the media brand image is complex and multidimensional ,which is composed of 41 indices.And the 41 indices could be classified into 11 dimensions which could be further combined into three aspects including the media organization image,the content product image and the audience image.Finnally,on the basis of the research ,the article proposed some suggestions on the media brand management..