The Countermeasure Study About Media Competition

Market economy bring great impact upon china's news cause.In Chinese media market , The heated competition drives news industry to pursue commercial interest in order to survive. So that, media tend to be more incited and weaken their function as the "social public mean". It seems like that :social benefit can't compatible with commercial interest in market economy. Nowadays, china's media industry is in a dilemma: adopt market compete tactics in order to pursue economy benefits or insist on news profession concept.However, the study of newspaper development history in foreign country reveal the fact that brand management can resolve the contradict.The author tries to explain the concept of "brand management" in the paper from two perspectives. First, understand brand. This part consist of brand definition, connotation and function. Second, establish brand. This part include set up brand strategy, popularize brand strategy and extend brand strategy.