Research On Brand Modeling Of Chongqing's City News

According to the development of the times and society, the information needs and reading hobby of audience have occurred profound changes. In the background of city news'swift development and its intense competition, the press has to transfer its competitive point from news editing to brand making, as to show a more perfect and mature market. In this procedure, it is very easy to imitate the city news, and then, the phenomenon of homogenization is becoming more serious. Only the city news focus on making brand and creating its feature can obtain the sustainable development and indifferent profit. Making brand is the key of the city news contemporary competition, so it must position its own brand feature and character of news correctly. Only by building its brand advantage can fit the changes of social environment and marketing competition. So, the research on modeling brand of city news has profound meaning and academic value.The competition of city news In Chongqing is heated, although we have obtained some achievement on making brand, there is big gap between Chongqing and the other districts especial the developed east, and the level of internal competition is low. With the new situation, it is very important and urgent to making brand for the city news of Chongqing, and the destination of this thesis is exploring the effective channels on making brand for the Chongqing city news.By the guidance of many subjects'theoretical knowledge, such as Journalism, Advertising, Public relations, Marketing and Branding etc, first of all, this thesis use Historical research, Comparative Analysis, System Theory and System analysis, refers to the theoretical framework of Branding and Media Management, and then use Qualitative method to explore the successful reasons about some domestic models on making brand for city news. On the basis of analysis, combing the developing procedure, real environment and typical examples, especially using the experience of , this thesis confirms the achievement of Chongqing city news on making brand, meanwhile, indicate some disadvantages and questions. At last, this thesis provides some suggestions such as heterogeneity positioning, content optimizing, resource integrating and institutional innovation etc, so as to offer some contribution for the timeless development of Chongqing city news.