摘要
媒介经济不同于一般消费品经济。针对媒体影响受众态度与行为、属于二元产品市场的重要特性,通过对相关理论与研究的系统梳理,可以全面地阐释媒体品牌资产的作用机制,包括媒体品牌资产如何作用于受众忠诚、媒体影响力以及广告主对媒体的购买,从而加深对媒体品牌资产战略重要性的理解。通过探讨和明确媒体品牌资产、媒体影响力、广告主媒体购买三者之间的相互关系,可以找到媒体影响力、媒体广告收入的真正来源,并为建立一套兼顾受众与广告主这两个重心的整合的媒体品牌策略提供合理的方案。
Media economy is different with the general consuming economy. The two important characteristics of media are the media＇s influence on audience＇s attitude and behavior and the media＇s double-product market. With the systematical review of relative theories and studies, this thesis explains the functions of media brand equity comprehensively, including media brand equity＇s effect on audience＇s loyalty and the media influence and advertiser＇s media purchase. Exploring and confirming the relationship among the media brand equity , brand influence and advertiser＇s media purchase is helpful to find the real source of media influence and its ad income, and to offer a rational answer to how to build media branding strategy in taking both audience and advertisers into consideration.
出处
《厦门大学学报（哲学社会科学版）》
CSSCI
北大核心
2010年第2期66-71,共6页
Journal of Xiamen University(A Bimonthly for Studies in Arts & Social Sciences)
关键词
媒体
品牌资产
广告主
受众忠诚
media, brand equity, advertiser, audience＇ s loyalty
作者简介
作者简介：黄合水，男，福建泉州人，厦门大学新闻传播学院教授、博士生导师；
蓝燕玲，女，福建泉州人，厦门大学新闻传播学院博士研究生。
