A Research On Brand Strategy Of Media

21st century is the era of the kownledge economy, it is the era of the information economy too.As we put more sight into rising in this world, the trade with still very promising future - -Media in the industry, the industry make and travel message constantly, have become nerve centers of the society gradually. According to the most popular information industry concept in the world, the information industry includes two major shapes : One is electronics and information industries, another one is a information service industry, the media is the latter's subject .Building media's brand is to build attention, Thomas Davenport and John Bake say in " attention management ": "On Internet and more traditional media, for example on the TV, the audience's attention is changed into money hundreds and thousands of times every day. "Call it the market of attention. According to this kind of statement, the construction of media's brand is how a media let oneself this " market of attention " boom, this is to any media , its importance is not excessive no matter how to emphasize. Today, media is becoming more fierce in competition , media organization will develop the TV, need to spare no effort to mould one's own brand. Brand competition begins to become the focus of media market competition of the TV . As to TV media , implement brand strategy , mould the unique channel image, can make audience can find out about program characteristic of channel this , reach , make them watch station symbol think program only, can recognise its original channel characteristic . Phoenix Satellite TV as the show on later stage is the outstanding one in the satellite TV industry in recent years. This text plan , defend example of regarding as with phoenix, from their brand strategy, unique management culture, different from any Chinese culture new idea ,etc. of media respect analyze , point out omni-directional brand to make media could prevail over competition only.