《盛名之上：新媒體環境下的主流媒體聲譽管理》，是2023年中國傳媒大學出版社出版的圖書，作者是高貴武。
基本介紹
- 中文名：《盛名之上：新媒體環境下的主流媒體聲譽管理》
- 作者：高貴武
- 出版時間：2023年3月
- 出版社：中國傳媒大學出版社
- ISBN：9787565733826
- 裝幀：平裝
內容簡介,圖書目錄,
內容簡介
該書立足新媒體環境對中國主流媒體的影響，從媒體環境變化為中國主流媒體聲譽管理所帶來的挑戰與機遇入手，通過廣泛社會調查，梳理和呈現了中國主流媒體在新媒體環境下的聲譽現狀，並借鑑中外學者在企業和公司聲譽管理方面的理論成果，結合中國主流媒體獨特性質，建構了中國主流媒體聲譽管理的理論、思維和方法，建構了一套適合中國主流媒體聲譽管理的聲譽測評指標體系。
圖書目錄
緒 論·························································································· 1
第一章 聲譽及聲譽管理 ································································· 9
第一節 聲譽的內涵 ································································· 9
第二節 聲譽的價值 ································································13
第三節 聲譽的形成 ································································17
第四節 聲譽管理 ···································································20
第二章 媒體聲譽管理 ···································································25
第一節 媒體聲譽的內涵 ··························································25
第二節 媒體聲譽的特徵 ··························································26
第三節 媒體聲譽的價值 ··························································29
第四節 媒體聲譽管理 ·····························································33
第三章 新媒體環境下主流媒體聲譽管理 ···········································40
第一節 新媒體環境下的主流媒體 ··············································40
第二節 主流媒體的聲譽管理 ····················································46
第三節 新媒體環境下的主流媒體聲譽管理 ··································55
第四章 新媒體環境下主流媒體聲譽內部管理 ·····································70
第一節 主流媒體聲譽內部管理 ·················································70
第二節 主流媒體聲譽內部管理——管理者 ··································75
第三節 主流媒體聲譽內部管理——員工 ·····································79
第四節 主流媒體聲譽內部管理——媒體組織 ·······························84
第五章 新媒體環境下主流媒體聲譽外部管理 ·····································91
第一節 主流媒體聲譽外部管理 ·················································91
第二節 我國主流媒體聲譽外部管理——黨和政府 ·························98
第三節 主流媒體聲譽外部管理——客群 ··································· 102
第四節 主流媒體聲譽外部管理——廣告客戶 ····························· 110
第五節 主流媒體聲譽外部管理——其他媒體 ····························· 114
第六章 中外主流媒體聲譽測評指標比較 ········································· 119
第一節 企業聲譽測評 ··························································· 119
第二節 我國主流媒體聲譽測評 ··············································· 128
第三節 中外主流媒體聲譽測評指標比較 ··································· 133
第七章 新媒體環境下我國主流媒體聲譽測評指標體系 ······················· 137
第一節 我國主流媒體現有媒體聲譽評估 ··································· 137
第二節 我國主流媒體聲譽測評指標 ········································· 140
第八章 新媒體環境下主流媒體聲譽管理實證研究 ····························· 154
第一節 主流媒體聲譽管理調查問卷設計 ··································· 154
第二節 主流媒體聲譽測評問卷調查結果分析 ····························· 155
第九章 新媒體環境下主流媒體聲譽管理的對策與建議 ······················· 180
第一節 確定聲譽管理的主體 ·················································· 180
第二節 建立媒體聲譽管理組織 ··············································· 185
第三節 確立媒體聲譽管理流程 ··············································· 187
結 語······················································································· 193
參考文獻···················································································· 196
附錄1 針對媒體從業者的媒體聲譽調查問卷 ···································· 202
附錄2 針對一般客群的媒體聲譽調查問卷 ······································· 210
後 記······················································································· 218
