地市报业传媒实施品牌化战略的路径选择——以广西钦州报业传媒为例

Analysis on Local Newspapers' Implementing the Brand Strategy From the View of Media Convergence——Taking Qinzhou Daily Media Group as an Example

媒介融合背景下,地市报业面临诸多的挑战。媒介品牌化战略无疑是地市报业突出重围的法宝。以广西钦州报业传媒为案例进行研究发现,地市报业传媒在实施品牌化战略中至少受制于三个方面的因素:缺乏品牌意识、没有明确的品牌定位和科学的品牌建设机制、缺少人才和必要的资金投入。以受众和市场为中心,以新闻策划作为切入点,以"人才兴报"作为支撑点,是地市报业实施媒介品牌化战略较为经济且可行的路径。

Under the background of media convergence, local newspapers are facing many challenges. Media brand strategy is undoubtedly a magic weapon. A study on Qinzhou newspapers found that local newspapers were restricted by at least three fac-tors in the implementation of brand strategy：the lack of brand consciousness; no clear brand positioning and brand construction mechanism;insufficient talents and funding. This paper discusses the countermeasures including regarding the customers and market as the center, taking the news planning as a focal point and invigorating the newspaper through the talents.