The Research On The Operation Of The Media Brand

The media market in our country is full of fierce competition. For the media products possess extreme similarities, brand, as a main marketing tool to create the diversities, gains more and more attentions. Consequently, quite a few media enterprises devote much more to the brand construction as a long-term developing strategy. Combining the features of the media industry with the brand theory on the bases of the case studies, this paper sums up the practices of the operation of the media brand in the numerous media enterprises, fatherly to conclude the special laws and operational flows of the operation of the media brand.This paper mainly consists of two parts. In the first part, the related theories of the media brand operation are covered. This paper briefly introduces the present situation of the development of the media industry in our country firstly, and then traces back the development history of the media industry in our country to put forward three different layers of the media industry competition, including the era of content-focusing competition with the feature of "content-center", the era of scale-focusing competition and the era of brand-focusing competition. The brief analysis of brand theory, the connotation and denotation of the brand definition, the inscapes of the media brand are dealt with in this part.The following part mainly deals with the basic theory and operating approach of the media brand operation from strategic and tactical layers respectively. In the strategic layer, with the help of the principles and methods of the strategic management, the macro-environments, rivals and advantages and disadvantages are mainly analyzed by using PEST and SWOT. Meanwhile, the directions of the media brand operation are set, such as the goals of the media brand operation and the approaches of achieving the goals. On the tactical layer, according to the general laws of brand operation, on the base of cases studies, operational flows of the media brand operation are constructed, that is, the establish of the media brand---the shape and spread of the media brand images---development of media brand---the management and maintenance of the media brand.The media brand operation, as a practical multi-discipline, covers the related variety of subjects, including journalism, communication, advertising, economics, and management. This paper puts forward the principle and method of the media brand operation by using literature analysis, case studies and field survey. The research is both theoretical and practical.