Basic Study On Building Of The Brand Of City-newspapers

Great changes have taken place in audience, practicing environment and practice mode, during the course of establishing and integrating the market Economy. Moreover, after China enters into WTO. The newspapers media will face even tougher challenge.China's newspapers media gradually returned to be ruled, by market regulation, since China began to reform and open up to outside world today, the regulation of market Economy and mass media play much more important roles than before, so we should both maintain a good press orientation and think more about the demand of audience, changing and modifying the media according to the change of demand. Only in this way can the media products be made more competitive. Media sponsors and researchers have to pay great attentions to that.The most outstanding feature of IMC-integrated marketing communication is to uphold the consumption orientation, which aims at researching the need of media consumers. This has some common grand with the idea that audience should be ranked Number one.Taking the change of the society and new situation newspaper media face today into consideration. It is a great task for us to build upthe brands of Newspapers media. The theory of marketing can be applied to some extend to the brand making of newspaper media.Though the theory of IMC-integrated marketing communication initially is for the marketing of business company. It is of great importance to the development of newspapers. This paper based on the research of press put forward that in the marketing of newspapers should not only be limited to news. The strategy of a all-around IMC is also an inexpensive element.Using the Archive researching method, this paper, focus on the city newspaper media, tends to analyze, describe compare the present situation of newspaper media systematically with the help of IMC theory, it also tend to discuss the marketing strategies and brand making of the city-newspaper media with analysis of various marketing cases. And it aims at finding a new way to enhance the fidelity of city newspaper media.