On Brand Construction Of Qilu Evening News

An argument in 2005, "the winter of Press is coming" has been widely discussed in the industry. Now, although the question "Whether or not will be the demise of the newspaper" is no longer dialectical , however, The development of new media, as well as long-term market-oriented newspaper competition in the homogenization of emerging issues such as comprehensive background, the growing competition of press, particularly in the evening newspaper, making newspapers look for new path to deal with. In this process, much of the newspaper embarked on the road of brand strategy, to bigger and stronger the existing brand or to started a small brand name, and pass by way of brand building, expanding the room for the development of newspapers, then expand their own social influence. Qilu Evening News is no exception.The purpose of this paper is through the analysis of competition in the context of the implementation of newspaper, draw the need for brand strategy,and brand Qilu Evening development strategy as an example, to observe the way, means, experience and respects still to be improved in the process of brand strategy, and the significance of construction of the cultural to the newspaper brand.The first chapter of the thesis to introduct press today have the status of the implementation of brand strategy and the reasons associated with the background analysis, and literature to make a simple introduction; Chapter two to overview the three stages of growth and development of the Qilu Evening News ; Part III to Part V aims to introduce the specific implementation of brand strategy programs of the Qilu Evening News, which including: improve the quality of newspapers; expand the economic base to lay a solid foundation for the development of space; vigorously carry out internal and external construction of the media culture; finally is to sum up the experience in brand building, as well as the lack of prospects of Qilu Evening News's brand strategy.