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随着我国市场经济的不断发展、深 入,报业的市场化、报纸的商品化不可 避免。报纸同一般商品一样,品牌在这 一过程中的作用显得尤为突出。 报纸是由一个个栏目构成的。只有 实现单个栏目的品牌效应,树立报纸品 牌,才能更好地形成整体性合力。 一、品牌栏目的定位 报纸的每个栏目是由一篇篇具体 的报道及栏目的编排方式等要素构成。 相对于栏目而言,报纸作为一个整体可 视作超系统,而一个个栏目则为超系统 下的子系统。作为超系统,一份报纸要 在报业市场化过程中树立起自己的品
As China’s market economy continues to develop and deepen, the marketization of the newspaper industry and the commercialization of newspapers inevitably occur. Newspapers, like general merchandise, play a more prominent role in this process. The newspaper is composed of a column. Only by realizing the brand effect of a single section and establishing a newspaper brand can the overall synergy be formed. First, the positioning of the brand section Each section of the newspaper is composed of an article specifically reported and columns layout and other elements. Relative to the column, the newspaper as a whole can be seen as an ultra-system, and one column is an ultra-system subsystems. As an ultra-system, a newspaper should establish its own products in the process of newspaper marketization