| Focus Media, since its inception in May 2003, just after about six years,its turnover and market capitalization has gone beyond the traditional TV brands such as Hunan Satellite TV and Beijing TV and a number of traditional media, its advertising revenue ranked second, just among the CCTV only after a time.However, Focus Media has suffered setbacks and its brand value has shrunk dramatically since the wireless spam messages have been exposed in March 15,2008.As a benchmark of corporate brand, Focus Media's success and failure will undoubtedly have an important reference value for the future development of China's media industry, and how to utilize and protect its brand value also raises us more thought. At present, the advertising market has gradually shifted from the product-oriented brand competition to the competition-based competition model, because the advertising industry and the price of the new media industry competition get intense and the market trends apparent homogeneity because of the media copying each other. Focus Media, as the outdoor video advertising industry's market leader,its development representatives the development process of the new media industry.Therefore, the analysis of Focus Media brand's operational strategies has both theoretical and practical significance.In this paper, we, from the perspective of the brand, use the management science theories and the brand theory of the marketing methods comprehensively and combine with background knowledge of journalism. First,we analyze Focus Media and the operating status of its brand; Secondly, we analyze unique advantages and disadvantages of Focus Media's brand using the data and theoretical combined method; Finally, in order to solve the above problem, we put forward countermeasures and suggestions in the below perspectives:the brand strategy adjustment, the brand optimization, the brand identity and brand extension, brand building and brand promotion,the brand loyalty and the competitiveness of the brand. |
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