Research On Brand Building Of Metro

Metropolis Newspaper, as an emerging newspaper ,is distinguished from the traditional organ newspaper.Unique to the public positioning, market-oriented business model and the importance of information and services space, it is welcomed by a broad masses of people after it was born and is now a dazzling in the history of the Chinese newspaper. It's emergence means the birth of the public newspapers .But as the media systemreform and intensifies of the market, Metropolis Newspaper increasingly facees fierce competition. The surging wave of new media, has refreshed people's habits and lifestyle and has formed a huge impact on the traditional media. In the last years, the future development of Metropolis Newspaper is being discussed increasingly warmly. Intense of the cycle of the media industry, China's media market has been grown from the high-speed to the second half of the entry "homogeneous" as the main characteristics of the mature market advance.In China,under the existing system, it is impossible in an attempt short period to eliminate the phenomenon of the same newspaper.Thus, in such circumstances, the only means to establish a difference interests is to build a distinctive brand image.In this paper,by the guide of Journalism and Communication, brand science, marketing, and other disciplines basic theory, the author combined the practice of running newspaper and typical cases, in particular the "Western Metropolis Newspaper " and "Huaxi Metropolis Newspaper "to disscuss the problems of brand-building and also disscusses the gains and losses,the achievements and failures of brand-building. The author rationally analysises the basis of Metropolis Newspaper, started with the inevitability of brand building to brand-building process, brand positioning the importance and necessity of building brand positioning strategy from the concept of identification, content recognition, visual recognition and other aspects of the Metropolis Newspaper brand recognition system.In this paper, the author uses survey of the literature, historical analysis, comparative analysis, focusing on the Metropolis Newspaper,in the light of the theoretical framework of brand marketing and media management, through qualitative methods to domestic Metropolis Newspaper to point out a number of brand-building ways and means, to resolve the developing dilemma, to provide some useful experience for economic and social underdeveloped areas to run a newspaper.