Research On Audience Based-brand Equity Management Of Metropolis Newspaper In The Context Of New Media

Influenced by the new media context,the metropolis newspaper 's brand equity are still under constant concern of domestic and foreign assessment agencies.Almost five or six metropolis newspapers are listed in the list of the 500 most valuable brands in China every year.This study thinks that metropolis newspaper are only going to a "bend" that is inevitable in the development of the city.How to maintain the trend of the growth of brand equity and how to break through and innovate the strategy of brand equity management are the important joint points for the metropolis newspaper to realize the "bend" overtaking.The "metropolis newspaper " not only refers to the form of metropolis newspaper,but also contains various new media forms such as digital newspaper,WeChat,micro-blog and APP,they all need innovation-driven development.On the basis of the CBBE(Customer-Based Brand Equity)model of Kevin Lane Keller,this study combines the new media characteristics of the metropolis newspaper,analyzes the consumer psychology of the audience brand,excavate the connotation and evaluation system of brand equity,and corresponding to the metropolis newspaper's battalion from the four steps of brand recognition,brand meaning,brand response and brand relationship.In the four main points of marketing communication,discourse space,consumption experience and brand relationship management,it set up an Audience Based-Brand Equity(ABBE)management model,and put forward digital marketing,integrated marketing,community marketing,social responsibility image,mainstream consciousness,participation in life form politics and construction.There are ten strategies to build brand culture,enhance identity,manage brand relationship and extend brand relationship.This research integrates the multidisciplinary theory of journalism and communication,economics,management,sociology and so on.it mainly adopts the method of quantitative and qualitative research,such as questionnaire survey and in-depth interview,to innovate the concept,dimension,direction and strategy of brand equity management of metropolis newspaper,and guide the metropolis newspaper.We should seek the direction of development breakthrough in the context of new media,implement targeted brand equity management measures,and increase the brand equity of metropolis newspapers.