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论文编号：	1791
作者编号：	2120082134
上传时间：	2010/6/9 20:45:45
中文题目：	我国传媒业品牌资产动态发展路径研究——以湖南卫视和分众传媒为例
英文题目：	Brand Equity Dynamic Development Path——The Case of Hunan Satellite Television Station
指导老师：	许晖
中文关键字：	品牌资产;动态发展路径;分众传媒;湖南卫视
英文关键字：	Brand Equity;Dynamic Development Path;Focus Media;Hunan Satellite Television Station
中文摘要：	改革开放以来，我国的传媒业快速发展，获得了极大的成就。从数量上看，呈现出传统媒体和新兴媒体共同发展、繁荣的局面，并且质量上也有很大的改观，出现了很多发展现状以及前途良好的媒体。例如，湖南卫视和分众传媒作为大众传媒与新兴传媒的代表，实现了质的飞跃，并形成了自己的品牌。然而，有些媒体却在市场激烈的竞争中败下阵来。解释这个原因并不容易。与成功的例子相比，它们为什么没有成功进行媒体品牌的构建，实现品牌资产的升值？这些都值得研究。 与传统产业相比，传媒业的品牌运作既有共性又有其特殊性。对传媒业的品牌建设进行剖析，绝对不能简单照搬传统产业的运作模式，应当探讨和使用适合传媒业自身发展的运作方式。并且现有的研究大多使用静态的方法对企业的品牌资产进行分析，缺少动态的眼光。本研究在使用理论分析、文献归纳法的基础上，主要采用案例研究法，运用学者们提出的品牌资产测量维度与“品牌资产增长要素方格”这个工具，从隐性品牌资产和显性品牌资产两个要素方面对分众传媒和湖南卫视的品牌资产发展路径进行了动态分析，揭示了二者品牌资产快速增值的原因，详细阐述了其在不同的品牌时期成长的轨迹，并对其以后继续保持成功品牌提出了合理的建议。 本研究提出的观点和建议对传媒业品牌及其品牌资产相关问题的理论创新和发展起到有益的基础性作用，完善了新兴行业品牌资产的理论，并且为我国传媒业的发展指明了方向，具有前瞻性的指导意义。
英文摘要：	Since the reform and opening up, China's media industry is developing rapidly and has gained lots of achievements. From the quantitative point of view, the traditional media and new media are developing prosperity together. What’s more, the quality of them has improved greatly, and there has been a lot of good media which is operating smoothly and has a bright future. For example, as representatives of mass media and new media, the Hunan Satellite TV and Focus Media have achieved a qualitative leap forward and formed their own brands. However, some media was defeated in the fierce market competition. For this reason it is not easy to explain. Compared with the successful cases, why they did not build their own brands and achieve brand equity appreciation? These are worth studying. Compared with the traditional industries, the operation of the media industry's brand has not only common points，but also specificities. It is not reasonable to follow the operation mode of traditional industry in the terms of analyzing the brand building in media industry. We should explore and use the mode of operation which is right for media industry itself. Besides, most existed research always uses static methods to analyze corporate brand equity. We must note that we still lack dynamic vision for the brand equity research. This thesis mainly uses the case study method on the basis of theoretical analysis and literature induction. The main part of the thesis makes use of a unique brand analysis tool-analysis matrix of brand equity value growing factors, to explain the dynamic development path of Hunan Satellite Television Station and Focus Media's brand equity in the terms of both recessive brand equity and explicit brand equity. This thesis reveals the reasons for their rapid appreciation of brand equity and describes their growth trajectory during different brand period. Also, reasonable proposals are put forward to make sure that both Hunan Satellite Television Station and Focus Media could grow steadily. The views and suggestions which are put forward in this study play a useful role on the innovation and development of the theory related to media industry brands and brand equity issues. More important, these conclusions perfect brand equity theories. The purpose of this thesis is to give some inspiration to the development of China's emerging media industry.
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