The Research On Brand Management In Columns Of Newspaper Commentary

Following the development of economics, the competitive style of our newspaper is changed, which from the content competition to the brand competition. As a crucial part of newspaper, the commentary column plays an important part of media competition. Some expert points out that the competition of newspaper transfers from the scoop to the sole opinion. To do the best of the commentary-columns brands could build the special columns, enstrength the ability of newspaper competition and get better communication effects. Referring to the works about the brand management in columns of newspaper commentary, The thesis looks closely at the status quo and the feature of the brand management in columns of newspaper commentary, according to the carding of evolution of the columns of newspaper commentary and the detailed investigation on the columns of newspaper commentary of some essential newspaper which was made by the commentary group of our university in 2002. based on this, the thesis applies theories of brand course and marketing course to have research that how the brand management in columns of newspaper commentary make a breakthrough of the tradition and make the effect of the propagation of the commentary columns. The research integrates the specialty of newspaper commentary columns, mainly includes the measures of the dividing, positioning, naming of readers and the tactics of readers and writers, etc. A famous brand commentary column which is the stress of newspaper can be the brand of the newspaper. Observing the brand management in columns of newspaper commentary of china, it can be concluded that the prospect of the commentary columns is broad, although the status quo is not hopeful. In order to create famous brand of commentary columns and to enlarge the space of commentary columns of china. It is the inevitable choose to implement brand management in columns of newspaper commentary 。...