Research On The Relationship Between News Center Productization And Exhibition Brand Construction

In the era of mass communication,the branding approach is to establish a good relationship between products,services or institutions and the public through the comprehensive communication power of various media.During the era of media convergence,some of the large sports events set up the news center to report events in real time.as a result,the organizers of have the aid of the domestic and foreign media reports of the joint effect of both expanded its influence the exhibition,but also to national,regional and urban image of a positive impact.Such focus on event reports news center have the function of the agency,but to the lack of brand communication framework to show the issue of reasonable planning and media resource scheduling,which spread content is comprehensive but lack of core appeal,does not have a press center of the small and medium-sized exhibition also presents the characteristics of the strength of small,narrow channels.Therefore,in today's strong brand awareness,how domestic exhibitions should build strong brands and break the vicious circle of homogeneous competition so as to realize the transformation and upgrading of exhibitions is the core issue of this paper.Therefore,this paper first discusses the general path of the exhibition brand construction,conducts a field survey on the communication process of the three major brand exhibitions in Guizhou,and conducts an in-depth interview with the core figures of the exhibition news center.Through the study of the three exhibition news center,the paper analyzes the operation process of the exhibition news center and the brand communication process of the exhibition.From the perspective of communication,the construction path of exhibition brand is a process in which exhibition communicators deconstruct the elements of exhibition brand,and then reconstruct the exhibition brand through omnimedia integrated communication.Hence,the research question of this paper is raised: Under the background of media convergence,how can small and medium-sized exhibitions build their own brands? This paper argues that the introduction of productized exhibition news center can solve the communication dilemma of small and medium-sized exhibitions so as to realize the branding of the exhibition.Second,and then to show the evolution of the press center and propagation mode is analyzed,the author in the process of research found that the exhibition news center is a new type of the news center,it has traditional news center lacks "comprehensive planning","cross media integration" and "full platform integration" of journalism and communication ability,able to provide personalized service brand communication for the exhibition.This paper argues that the exhibition news center is facing the problem of further productization in order to provide comprehensive services for large,medium and small exhibitions.The core of productization of news centers is the establishment of a modular management approach,the provision of customized content production services,and the ability to own media integration.The core conditions of these three aspects can enable the news center to create greater brand value for the exhibition in the standardized operation process.Finally,in order to make readers understand the relationship between the productized news center and the exhibition brand construction more clearly and clearly,this paper focuses on the fourth chapter,and summarizes the three-force relationship model of "product power--communication power--brand power" from the modular news center's communication activities to the exhibition.The formation of the brand power of the exhibition is the result of the combined effect of the product power and communication power of the news center.The modular news center can provide customized content production services for different types and scales of the exhibition,and develop a comprehensive media communication matrix for specific exhibitions,so as to expand the sound volume of the exhibition.Through a series of process of deconstructing,reorganizing and constructing the brand elements of the exhibition,the brand assets of the exhibition can be accumulated.Journalism center,this article attempts through to the exhibition mode of depth profiling,expounds the transition show the relationship between the news center and exhibition brand construction,from the media integration mode of communication path to the formation of exhibition brand,want to show in the melt under the media era of brand spread,bring some revelation to the new exhibition news center power become the exhibition "brand exhibition".