The Study Of Brand Strategy Of Newspaper Groups In China

Since Guangzhou Daily Group which is the china's first newspaper group was born in 1996, china's newspaper groups have developed rapidly for more than ten years, now there are forty newspaper groups with a great influence in china.The appearance of the newspaper group is an important event and a turning point in china's newspaper industry management.However, china's newspaper groups are not strong compared to foreign ones at present, so, they need to be made large and strong in order to compete in internal newspaper market and in international newspaper market especially, the newspaper groups need to compete from in low level of price fight to in high level of strategy.lt is very important for the newspaper groups to carry out brand strategy in order to make strong and realize their long term goals.Multibrands strategy is an integral part of the brand strategy .And its increasingly important role in the development and expansion of the newspaper groups has already been attested by the practices in the western countries.Therefore , it is an effective way that the newspaper groups put multibrands strategy into effect to make strong, raise core ability and obtain an advantage in market competing .In china, however, the implementation of the multibrands strategy of the newspaper groups is now in the initial stage, with little accumulation of experience and inadequate theoretical guidance.Intricacies and hindrance in the process of practice will inevitably exist .Fortunately, in recent years the multibrands strategy has become a discussion for researchers, theorists and others involved in the field , they have carried out extensive research and investigation, published a variety of articles and dissertations. Nevertheless, these researchers and theorists have typically prioritized one specific or several aspects as central to their studies, there are few books and articles written from a comprehensive perspective and raising a way to solution.It is, therefore, the relative neglect of a comprehensive study of the multibrands strategy with Chinese characteristics, which is essential to the newspaper market, plus the immediacy of this problem, has impelled me to investigate the matter further.This thesis is to build a better understanding of the multibrands strategy and to position further the study of the multibrands strategy in china from a more comprehensive perspective.This thesis consists of seven chapters. Chapter One is the introduction .Chapter Two elaborates on the multibrands strategy and its operational mechanism from brand orientation to management through the analysis of historical development and the comparison of the varied brand concepts. Chapter Three discusses the significance of the brand strategy of the newspaper groups and the existing problems at the basis of analyzing the characteristic of the newspaper market . through analyzing the development and the brand strategy of the west newspaper groups, Chapter Four puts forward that the multibrands strategy is an effective approach to solution of the problems .Chapter Five summarizes the practical patterns of the multibrands strategy of the newspaper groups in china, elucidates the significance of the multibrands strategy and discusses the existing defects and misconducts confronted in the implementation of the multibrands strategy. In Chapter Six , suggestions and proposals are also provided to solve the problems about the implementation of the strong multibrands strategy, and put forward the managerial mechanism of the general editor of the brand for the first time.And Chapter Seven , the concluding section , poses questions concerning questions in the course of implementing the strong multibrands strategy in china for further research and investigation.This thesis involves a broad spectrum of methodology ranging from logical deduction, comparative analysis, criterion analysis, empirical research to case study.