Study On Brand Strategies Of New Weekly Magazine

The thesis introduces the concept of brand into the field of mass media, and makes an analysis of the characteristics, laws of development and strategies of media production at different levels. To discuss under the market economy, the way of periodical media to carry out brand development in our country.Founded in 1996, New Weekly is a model of news and life magazine in China. Its development trend and the ideal of communication, as well as the brand promotion have formed its own operation pattern. By analyzing its development track and key factors, tries to get a further understanding of its brand essence.This thesis is composed of three parts. The first part divides the development process of New Weekly into introduction period, reform period, growth period and mature period and analyzes them respectively. In the second part, the paper mainly talks about the brand factors including style positioning, content establishment, original creativeness and operation pattern which maintain the brand reputation. In the third part, the paper analyzes the current situation and train of thought in the future.