品牌研究Issue(6)：79-88,10.
我国主流媒体媒介品牌传播策略研究--以人民日报官方微博为例
A Study of China's Mainstream Media Brand Communication Strategy--Take People's Daily Official Micro-blog as An Example
摘要
Abstract
With the advent of the era of digital media,users' attention turns into scarce re⁃source in nowadays media communication. Content is not the only factor affects the mass commu⁃nication any more. More importantly, it's related to how users choose a media source to receive information. That's how media brand matters. To optimize communication strategy and generate high credibility media brand become issue cannot be neglected. This thesis will take China's typical mainstream media——People's Daily official micro-blog as an example, to analyze its micro-blog communication and promotion strategy, mainly from the media environment, media positioning and dissemination of content three aspects. Taking case study,content analysis and literature research as the main research methods. Meanwhile,in⁃troducing corporate identity system(CIS), to figure out its successful experience of communica⁃tion strategies and challenges it's facing under the changeable media environment of content ho⁃mogeneity. Putting forward countermeasures as well for other mainstream media to consolidate their media brand establishment.关键词
主流媒体/媒介品牌/品牌传播/微博Key words
Mainstream Media/Media Brand/Brand Communication/Micro-blog分类
管理科学引用本文复制引用
崔莉萍,周改丽..我国主流媒体媒介品牌传播策略研究--以人民日报官方微博为例[J].品牌研究,2016,(6):79-88,10.基金项目
本论文为2016年上海外国语大学I类高峰学科建设意向项目、2015年上海市艺术科学规划项目（编号2015H07）、2015年上海市学校艺术科研项目（编号C33）、2014年上海市教育科学研究项目（编号B14012）、2013年度上海外国语大学校级规划课题等阶段性研究成果 （）
