Research On The Strategies Of The Brand Management Of Tianjin Newspaper Group

Entering the 21st century, our national newspaper business has transferred from "short economy" to "surplus economy", that is, from "seller's economy" to "buyer's economy". Entering the era of buyer's economy, that means the newspaper business entered the era of competitiveness. In recent years, the resources of the consumers' attention are becoming more and more keen and the competition of the advertisement market more and more fierce. During these competitions, the most overwhelming key is the making of powerful brands. With the successive establishing of many newspaper businesses, a number of far-sighted newspaper groups appeared, who started making the powerful brands, cultivating the core competitiveness, therefore becoming the well-known groups in the newspaper industry of the district and the nation. Since Tianjin Newspaper Group was established in August 21, 2002, she has reformed, innovated, improved and developed continuously. Taking the management of the brand as a basis, she has carried out the adjustment of the structure of the products, the instruction of the marketing networks, and the reformation of the management system, obtaining the double-wins on both social benefits and financial profits. During the period from 2000 to 2004, the sales of the newspapers has been multiplied from 500,000 copies to 1,500,000 copies, the income of advertisements has been multiplied from 100 million to 800 million yuan, so that the profit has been multiplied from 30 million yuan to 80 million yuan. Tianjin newspaper group has developed itself to the frontier of the national newspaper groups. From the original five-newspaper, one-magazine, and one-web to the present ten-newspaper, two-magazine, and one-web, the speed of the development of TJNG is surprising, which is a miracle in the history of the development of Chinese newspapers. TJNG was not the best one among the 39 newspaper groups, but she has always carried out the conception of the management of brands in the instruction of herself, which brought her a special development and the unique creativity. Many groups ignored the advantage of their own brands or the achievement of themselves. Therefore, the strategy of the management of the brand of TJNG is more significant. This essay introduces the conception of the management of the brand of the common products to that of the brand of Newspaper Industry. We really hope it can enhance the process of branding of the national newspaper industry, through the research of brand marketing strategies and the primary insight into the "brand management" and the "brand development" of TJNG. Furthermore, this essay makes some beneficial exploration on how to enlarge the advantage of the brand of TJNG. We really hope it can do something good to the development of TJNG.