The Research On The Trademark Constructing Of Dalian New Business

The modern media has become very competitive, and the trademark is important. The trademark stands for the media itself as a representation of the taste and the culture exceeding the limit of the space, which plays an important part in creating public praise and authority.It is the very way to establish the brand system for the territorial media to compete with others.Dalian< New Business > has an aim that to be the top city business newspaper meeting the taste of the white-collar people.It has been in business for 6 years, during the six years, by leading into CI design, emphasizing visual design, paying attention to the conformity of the contents in the newspaper, doing public good and reporting impressive topics, the < New Business > became a famous brand newspaper successfully.But we still have some problems, such as not all the employee has realized the < New Business > is a famous brand already, and we need to uphold and create new stuff for the < New Business > continually,we are puzzled by the sense of a brand. A long-term business plan for the < New Business > and a normativeis management are needed also.Both overseas and digenous media give a lot of experience on brand building.For example,the American TV station with healthy biogeocenose,the CCTV with intensive cultivation,the regional TV station good at event-making,the nationally newspaper aimming at deep report,the regional newspaper with district predominance,the easy-communicating internet and the ministrant orientation moving media service.Through studying the < New Business > newspaper in every aspect and comparing with the way of creativing the famous brand of other newspaper companies. And other medias,we can analyse that it is the trademark that become the force in a medium competition.All the medias are trying their best to cultivate the trademark. So we must find a way of how to creative our newspaper's famous brand in the future. Which are training our employee to learn more brand knowledge, upholding and creativing new stuff for our newspaper according to the changing of the newspaper market, conforming the disseminate and selling activity, making a long-time business plan, emphasizing the quality and the quantity of our newspaper at the sametime and etc. we will do everything in our power to increase sales,which are also used for reference for other media.