试论中国传播媒介的品牌化经营

On Brand Management of Traditional Chinese Media Field

中国媒介势必要走一条能将媒介经营有机融为一体的新路，媒介品牌化经营正可以促进并实现媒介经济效益与社会效益的良性互动。面对世界信息产业市场竞争的中国传媒界正悄然进入一个全新的“品牌竞争时代”。中国现代媒介品牌化经营过程中，急待解决的问题是如何建立与推广媒体的品牌形象；品牌化经营中的媒介与媒介产品仍要以文化与人文精神为内核。

It is a must for the traditional Chinese media field to expedite a new route in its management. Brand management may positively affect the mutual progress of economic and social achievements. Facing the competition of global cybernetic market, traditional Chinese media is quietly stepping into a new 'Brand Competition Era.,' In the process of modern Chinese media management, an urgent problem to be sorted out is how to set up and advertise media brand image. The media field and media products under brand management ought to take cultural and humanist spirit as its major content.