摘要
区域媒体的品牌建设作为全媒体传播格局中重要布局,是贯彻落实习近平总书记所提出的全效媒体的实现路径,是媒体融合的关键一步。但其在建设过程中面临着种种困境,这些困境表现为地域性媒体的影响力问题,央级、省级媒体的优质资源辐射延伸到市级、县级地区,促成了地域性媒体的纵深发展。通过建设区域媒体的品牌影响力评估体系来推动其突破地域限制,展开全局性传播新阶段,采用不断更新的企业品牌评估方法建设媒体品牌影响力评价体系,为全国各地的媒体的发展情况进行检验和反思,同时也为我国的媒体品牌影响力研究提供体系性的研究。本研究运用文献研究法、 CEObrand品牌评价法、深度访谈法初步构建了较为完整的区域媒体品牌影响力评价指标体系,该评价指标体系由3个一级指标和30个二级指标组成,力图构建起比较客观、科学的评价指标体系。
The brand building of regional media, as an important layout of the whole media communication pattern, is a key step to implement the path of achieving the all effective media proposed by General Secretary Xi Jinping, and is also a key step in media convergence. However, in the process of construction, it is faced with various difficulties, which are manifested in the influence of regional media. The high-quality resources of central and provincial media extend to the municipal and county-level areas, contributing to the in-depth development of regional media. Through the construction of regional media brand influence evaluation system to promote it to break through regional restrictions, launch a new stage of global communication, using constantly updated enterprise brand evaluation method to build media brand influence evaluation system, to examine and reflect on the development of media all over the country, and to provide systematic research for the research of media brand influence in China. This study uses the literature research method,ceobrand brand evaluation method and in-depth interview method to initially build a relatively complete evaluation index system of regional media brand influence. The evaluation index system is composed of three primary indexes and30 secondary indexes, trying to build a more objective and scientific evaluation index system.
作者
殷俊
罗洁
Yin Jun;Luo Jie(Chongqing Technology and Business University,art college;media development center,Chongqing Technology and Business University)
出处
《新闻界》
CSSCI
北大核心
2021年第3期37-44,共8页
Journalism and Mass Communication
基金
贵州省2020年度社科规划重大课题“十四五时期贵州加快构建主流舆论格局和全媒体传播体系对策研究”(20GZZB08)
重庆市2020年度社科规划重大项目“重庆市网络社科普及可视化模式与持续提升影响力研究”(2020WT47)。
