试论媒介品牌资产及其增值

市场的变化,竞争的加剧,媒介日益重视自己的品牌和形象.本文从现代市场营销学的视角,提出了媒介品牌是一种资产的新观点,并对其增值进行了探析.主要包括:一、品牌是媒介的资产:二、品牌运营是使媒介品牌增值的活动过程;三、品牌增值是媒介各环节联动、各部门整合的动态过程.

On Media Brand Asset and its Value Promotion

due to the change of the market and the competition as well, media pays much attention to its brand and image. This article, from the perspective of modem marketing theory, puts forth the new view that media brand is a new asset, and further discusses its value promotion. It mainly includes: 1) brand is the asset of the media; 2) brand operation is the process of value promotion; 3) media value promotion is a dynamic process in which each department jointly works and restructures together.