Research On Brand Website (Web Page) Of Media Group

The fierce competition of market economy brought the Chinese media groups into a brand era. Brand itself and brand communication will become the crucial support point of media groups reform and the original power to construct the new media groups pattern. With the development of the information technology and application of the Internet in the world, a new-type of media groups brand communication forms——the brand websites (web pages) arises. It becomes a current, even future, new and important platform of media groups brand communication. According to thorough research on Chinese and western developed countries' brand website (web page) of media groups, writer described their status quo. According to comparison and analysis, writer announced the enlightenment that western developed countries' brand websites (web pages) of media groups to ours and made propositions about perfecting the future construction of brand websites (web pages) according to Chinese media groups' status quo. There are five parts in this article; the first part is about some concepts of brand and brand communication, writer definitized the concepts and utilities of brand, and then declaimed the characteristics and four levels of brand messages communication. Writer analyzed the background of emergence of media groups' brand websites (web pages) and value creating for audience and media groups themselves in the second part. Depiction of status quo of Chinese media groups brand websites (web pages) is in the third part. Writer categorized all of media groups into four classes: newspaper groups,broadcasting and television groups,publishing groups and synthetic groups, and then investigated and researched them thoroughly. In the fourth part, writer concluded the characteristics of overseas primary media groups' websites (web pages) in terms of content setting,website system and utility experience according to investigation. The fifth part included propositions of perfecting Chinese media groups' brand websites (web pages). In order to avoid losing the article's pragmatic value, writer not only explored the methods of the documentary analysis and theory analysis, but also combined the methods of comparison analysis and case study, took the theories into practice, and made feasible and operational suggestions and measures.