Study On The Brand Strategy Of Guangdong Newspaper Group

In the past 20 years' reform and development of newspaper industry, relying on its exceptional competitive advantages, Guangdong takes the lead in China's newspaper industry. This thesis focuses on four leading newspaper groups in Guangdong, tries to expose in deep its prestige building strategies by reviewing the history of Guangdong newspaper industry, analyzing its present condition and looking forward its prospects. This thesis bases on brand strategy theory and combining with theories of management, marketing, journalism ,mass communication .I always bear in mind my hope that this study is illustrative and inspiring enough and can do some help for the newspaper staffs that are experiencing rapid changes and expansion.Despite of introduction, the thesis is divided into 3 parts. Each part possesses viewpoints as follows:The first part expounds related concepts and summarizes the process and its characters of Guangdong newspaper industry's development;The second part analyzes brand strategies adopted by Guangdong four newspaper groups and uses marketing theory to discuss brand experience.The last part points out 2 kinds of misusing brand strategies and provides solutions to solve it.