The Research On Brand Tactics Of The South Weekend

Today,the situation of media management has already changed remarkably. For example,quantity of information in the media shift from insufficient to relative surplus,the homogeneity phenomena of media's products are serious day by day,and media's audiences are more and more active and varied. All above impel the media to manage and develop itself with a new idea in order to occupy the favorable position in the competition. With the corporatization and marketization of the media in our country, the media brand strategy becomes more important than before. In 1998,the South Weekend took the lead in founding the brand office in Chinese press,and led CI system into newspaper management,so it could be rated as the pioneer of Chinese journalism on establishing brand. Therefore, it is full of theoretic and realistic significance to choose this newspaper as the case of the research on newspaper's brand strategy. This article regards as the central issue with the tactics of brand positioning,which is the base of brand strategy. In the beginning, the three-time alteration in the history of the South Weekend is introduced. Then a deep analysis is made on the third alteration that has evoked a wide discussion. The article gives a positive appraisal to the third one from such several angels as the three laws of media operation, media brand character and brand positioning. Brand positioning makes brand marketing and promotion. After probing into the brand positioning tactics of the South Weekend in detail, this article induces and comments the brand marketing and promotion tactics of the newspaper. Some characteristic measures among them can be used for reference as the general experience of media brand construction. Certainly, as other case studies, in the last part of this article, some defects the South Weekend owns at present are pointed out, and some countermeasures are provided, which can only be considered as a personal view.