目录第一章媒介经营管理及其学科概述....................................1一、媒介经营管理的特征及要求....................................1二、媒介经营管理学科的建立与发展................................4第二章媒介产业及其发展..........................................146一、媒介产业的双重性............................................146二、媒介产业的特点..............................................146三、我国媒介产业的发展历程......................................147四、我国媒介产业的发展趋势......................................149案例：新闻集团及默多克的传媒神话................................150第三章媒介经营管理环境分析........................................6一、媒介经营管理环境的基本认识..................................6二、媒介经营管理的宏观环境构成及分析............................7三、媒介经营管理的微观环境构成及分析............................9四、媒介经营管理的内部环境构成及分析............................11五、当前我国媒介经营管理环境的新特点............................12第四章媒介的市场定位..............................................14一、媒介市场定位的涵义及重要性..................................14二、媒介市场定位的步骤..........................................16三、媒介市场细分化..............................................17四、媒介目标市场选择............................................19五、媒介定位的类型..............................................20六、媒介市场定位的策略..........................................21案例：《华西都市报》的市场化经营实践..............................22第五章媒介形象塑造................................................26一、媒介形象内涵................................................26二、媒介形象定位................................................28三、媒介形象塑造的内容与策略....................................28四、媒介形象测量................................................32五、CIS与媒介形象塑造...........................................34第六章媒介的品牌经营管理..........................................40一、品牌媒介的概念及特征........................................40二、实施媒介品牌战略及意义......................................42三、媒介品牌的建立与经营管理....................................47案例：《经济观察报》的品牌经营之道..............................49第七章媒介的人力资源管理..........................................51一、竞争优势与人力资源.........................................51二、媒介人才的层级与流动.......................................53三、媒介人才的毕业选择.........................................56四、媒介人才的性别.............................................57五、媒介人才的成功年龄.........................................57六、媒介人才的成功奥秘.........................................59七、媒介人才的成功类型.........................................59案例：维亚康姆中国区的“当家花旦”—李亦非的经营之道...........60第八章媒介产品的开发与分析........................................61一、媒介产品概述...............................................61二、媒介产品开发...............................................63三、媒介产品分析...............................................66案例：《今日美国》的经营之道....................................68第九章媒介产品营销...............................................69一、媒介产品营销策划...........................................69二、媒介产品销售计划的...
