Competing ·Racing ·Overtaking

with the media industry抯 entry into the market, it must run incessantly and excel in the rivalry. Media brand is the result of market competition. Market means competition, and thus the need of brand is unavoided. In the last two decades of the 20th century, media L C> hs ent~ il the brand competition period after the small-scall - ~petition period and the price-competition period. And media 1> .~. i~ well as the brand marketing in China has already matured from spontaneous to conscious. The 慳rious kinds of ~ ierent periods have reflected and promoted --1--? oetween the 搈edia  to balance. The reality of ~~Iai1sm in cnlna na~ aiready decidei that media brands in this country inevitably turn out to be false and one-sidedness. Once media are free from political hich should have laid turn ~ ~ be ccorrr.. ~d and O~. Media brand is a means of market cu.npetltion. -. -. irket not onl~ ave historical inevitability and realistic rationality in ti. ~r flourishing ~upm~ e the profound internal contradiction ever since birth. And it is a paradox which histo:-. ~ r~ >tv aive us. The rule of the game which is believed in market competition is the survivai of the fittest,and it has been proved by practice that media brand is the survivor in media reform in China which must be carried on and an effective method in market competition. The essence of research into media competition and proof-seeking is the competition for 揂ttention?which is used to enhance brand marketing. In the past, now and a very long period of time into the future, the mass media in China is bound to play an inferior role as runner and chaser. It surpasses itself unyieldingly. In the new competition which is triggered by the development of internet, we aim at the leading position in the running track. The pose we adopted all the way is still running. During the course of running and thinking , we shall overrun the competitors one by one who seems so far to be invincible.