【作者】 聂元建；

【导师】 李异平；

【作者基本信息】 暨南大学 ， 新闻学， 2004， 硕士

【摘要】 本文主要针对平面财经媒体及其品牌构建来展开论述，对财经媒体的现状与发展趋势作尽量深入的探讨，力图揭示财经媒体在伴随着中国市场化的成长过程中如何构建自身品牌并逐步成为引领中国报业市场的主导力量的。为使论述具有典型性，本文主要选择目前平面财经媒体中具有代表性的《21世纪经济报道》、《经济观察报》、《中国经营报》等三份报纸作为案例进行研究，结合品牌营销理论总结其成功经验，对报业品牌的经营之道整理出一个清晰完整的思路。通过对财经媒体现状的研究，本文将力图揭示若干年后中国财经媒体在稳定状态下的格局。更多还原

【Abstract】 This thesis mainly concentrates on the construction of the brand of printing financial media. An exploration to financial media’s current situation and their developing trend is made with the purpose to reveal how financial media construct their own brands and gradually develop to be the dominant force of China’s newspapers in the context of China’s market mechanism.To make the thesis more representative, a case study is conducted on the three major financial newspapers in China: The 21st Century Economic Report, The Economic Observer, and China Business. The theory of brand marketing is employed to analyze the three newspapers’ success, aiming to outline the successful way in which a newspaper’s brand is constructed and managed.Also based on the study of financial media’s current situation, the thesis makes an effort to foresee the structure of China’s financial media in the near future.更多还原