A Study On The Model Of Newspaper Brand Communication

The Chinese media have entered into a brand era at the turning point of the new century with the development of market economy. Brand consciousness and brand itself will become the crucial support point of media reform and the original power to construct the new medium pattern. As a result,all media make the same choice to adopt the brand strategy. In fact, not all brand construction of newspaper go well. One important factor lies in the misunderstanding of the particularity of newspaper brand communication, which is a key part of newspaper brand construction,and coping the experience of the news communication and brand construction of enterprise, following the wrong way to communicate newspaper brand. The study of newspaper brand communication will help newspapers understand the dynamic process ,make good use of the owned resources, choose the right brand information, the right form of information and communication, to reach the maximal effect of communication and realize the economic and social benefit. The article use a mature theory and a underway doctrinal practice, to construct a practical model of cross-subject, the model of newspaper brand communication, which is based on information communication theory ,and instructed by the practice of newspaper brand management, will describe the rule in the process of newspaper brand communication. The article put emphasis upon the analyzing the being of each factor in the newspaper brand communication and take the "economic observer"as the main example to explain the phenomena; at the same time the article represents the subsystem in the newspaper brand communication model and explains the inner logical relationship respectively . What is more ,the article put up two different direction including in the communication. The academic and practical value stands out from analyzing the relationship between them and the function of communication promotion. The aim of construction of the model of newspaper brand communication is to post the rules in the newspaper brand communication, so the newspaper manager will use for reference to resolve the problems in the process of constructing brand and brand communication.