一、传媒业高度依赖品牌的内在动因所谓品牌,是从大量趋同事物的共在和竞争中产生出来的一个概念,实质是同中求异。美国市场营销协会(AMA)认为:“品牌就是一种名称、名词、标记、符号或设计,或是它们组合,其目的是识别某个销售者或某群销售者的产品或劳务,并使之同竞争对手的产品和劳务区别开 First, the media industry is highly dependent on the intrinsic motivation of the brand The so-called brand, is a concept derived from the coexistence and competition of a large number of convergence of things, the essence is the same difference. The American Marketing Association (AMA) believes that: ”A brand is a name, term, tag, symbol, or design, or a combination of these, designed to identify the product or service of a seller or group of sellers, The distinction between competitors and products and services