The Construction Of The Brand Of Printing Financial Media--A Case Study On Three Major Financial Newspapers

This thesis mainly concentrates on the construction of the brand of printing financial media. An exploration to financial media's current situation and their developing trend is made with the purpose to reveal how financial media construct their own brands and gradually develop to be the dominant force of China's newspapers in the context of China's market mechanism.To make the thesis more representative, a case study is conducted on the three major financial newspapers in China: The 21st Century Economic Report, The Economic Observer, and China Business. The theory of brand marketing is employed to analyze the three newspapers' success, aiming to outline the successful way in which a newspaper's brand is constructed and managed.Also based on the study of financial media's current situation, the thesis makes an effort to foresee the structure of China's financial media in the near future.