Research On The Brand Marketing Of Southen Weekend

After China's entry of the World Trade Organization, the competition of the domestic media market is more and more tough. As the trend of industrialization in newspapers is getting momentum, only building a strong brand can the newspaper win in the competition. The Southern Weekend is the exactly right example. In the past 20 years or so, the Southern Weekend took a new look of its brand establishment thus it was seen as an epitome in media industrialization. The author hopes that this research on its brand marketing will bring benefit to the progress of newspaper industrialization.Started with the introduction of the Brand Marketing Theory, the author reviews the development of the media brand marketing . And then an analysis would be taken on the grand environment of the brand marketing strategy of the Southern Weekend so as to find the political, economic, social and technological influence behind its marketing measures. In the third part, the author specifies the brand marketing measures of the Southern Weekend. Last but not least, there are some mistakes in the measures which should be taken much attention.