论品牌建设对报纸经营业务的影响——以《山东商报》广告业务为例

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1、万方数据山东大学硕士学位论文ABSTRACTWiththedevelopmentofIntemettechnology，especiallysince2014，basedonthenetworktechnologyofmicroblog，microchannelandothermediaformsofapplication．Newspapers，radio，televisionandothermediahavebeenveryseriousimpact．Inthefiercecompetitioninthemedia，thelimitationsofnewspape

2、rmediaitselfgraduallyrevealed：bynewspaperpublishingprocess，thenewspapermediainformationreleaseisrelativelybackward，comparedwiththenetworkmedia，mobilephonemedia，timelinessispoor；theaudienceforlessselectiveinformation，usuallytheaudienceaccesstoinformationistheresultof”gatekeeper”accordin

3、gtomediainformationafterthescreeningthroughtheirownjudgmentsshowcontent，andcannotfullymeettheneedsoftheaudience；intheprocessofcompetition，thenewspapermediaapartfromotherformsofmediaimpact，thelossofnewsreportertalentsisserious，whichdirectlyleadstothedeclineofthecontentofthenewspaper，and

4、thelossoftheaudience，thenewspaperbusinessdirectlyimpacted．HowtomaintaintheadvantageOfthenewspapermedia，tofindabreakthroughintheprocessofmediacompetition，haSbecomeanimportantissueinthemedia．Inthecurrentmediaenvironment，thenewspapermediamustbeenhancedtheCOmprehensivecompetitivenessofthen

5、ewspapermedia，playtheadvantagesofnewspapermedia，throughavarietyofmeanstomakeupforthedisadvantage，fosterstrengthSandcircumventweaknesses，optimizethestructureofthemedia．Inordertowininthefiercecompetition，thenewspapermediapaymoreattentiontothecredibilityandauthorityofthemedia，ontheotherha

6、nd，thenewspapermediabrandconstructiontotheunprecedentedheight，throughavarietyofmeanstocarryoutthemediabrandbuilding．Atpresent，brandbuildinghasbecomethemostpowerfulcompetitiveweaponinthefiercemediacompetition．Inthispaper，theShandongbusinessdailyadvertisingbusiness，especiallytherea1estat

7、ebusinessasanexampleoftherealestatebusiness，forexample，toexploretheimpactofmediabrandbuildingonthenewspaperbusiness．Inthenewsbusiness，adheretotheauthenticityofthenewsreport，throughtheunderstandingoftheaudience’Sneeds，setuptheagenda，tomeettheneedsoftheaudience，toachieveeffectivecommun