Brand-construction Strategies Of The City-daily-category Newspapers

With the guidance of the basic theories of journalism , communication, marketing .brand, economy and other subjects, this article starts with the definitions of "brand , strategy and positioning" of the city-daily-category newspapers, analyses the successes and failures during the process of the newspapers' brand-construction , esp. those in Nanchang and other cities in the inland of China and pays emphasis on practical strategies which should be paid more attentions to during the process of the city-daily-category newspapers' brand-construction.On the basic scientific analysis of the newspapers' successes and failures , the author suggests combining the theories study with the practical strategies, realizing the importance and usages of the positioning, content-construction, marketing spreading and marketing competition strategies in the proceeding of the city-daily-category newspapers' brand-construction, summarizes the general principles of the newspapers' brand-construction so that it would be on the way of healthy and sound.This article mainly includes two sections, i.e. Section One ,Introduction ; Section Two, the Individual Strategies of Brand Construction.Section One Preface . In this chapter , the author briefly summarizes the main characteristics the city-daily-category newspapers , their present developing situation and problems , delivers the necessities and importance of the newspapers' brand-construction besides shortly introducing the object, methods, values, prophase fruits and frame of the research, etc.Section Two the Individual Strategies of Brand Construction, including Positioning Strategies, Content Construction Strategies, Marketing Spreading Strategies, Marketing Competition Strategies. When talking about Positioning Strategies, the author pays more attention to the idiographic positioning strategies , basic principles , working steps. When talking about Content Construction Strategies, besides reiterating the importance of the content, deeply analyzing the existent problems of the content, the author discusses the content construction strategies in six aspects. While talking about Marketing Spreading Strategies, the author thinks that the city-daily-category newspapers are still in low level status in the aspects of brand marketing and spreading. With the theory of IMC, the author specially discusses four strategies. When Marketing Competition Strategies are concerned, the author specially illustrates some strategies of marketing and spreading according to their different roles (conductor, challenger , adherent, stopgap) in the heat competition .