Research On The Brand Strategy Of China Business Network

Make use of the historic and geographical advantage of Shanghai,then integrate various media resources,the CBN has steped into professional finacial media market who release the finacial messages,provide finacial information services and the PR products via its Channels,Broadcasts,Internet,Papers,Periodical and Research institute to Chinese people all over the world.Furthermore,the CBN has established a strategic partnership with the most important finacial medium in and out of China after conducting cross-boundry,cross-media and cross-industry brand strategy, so the CBN gained a social status of authority finacial media.It is worth mentioning that CBN cooperated with DowJones released China 600 Industry Index which is the only finacial Index in China and because of this,CBN has taken a crucial step to international finacial market.In this paper,I had make use of the methods of theoretical research and context analysis, then with the help of scient framwork of knowledgy and views from Strategy Management, Brand Management and Communication, to study on the brand strategy of CBN for the purpers of learning the sucessful experience from CBN and analyze the CBN's constraint factors in the process of brand strategy operation.At last,to make some proposales for the brand operation strategy of CBN,which including the following:(a) reforming the system of DBS and media listing,as well as Intellectual property protection of media brand, and other areas of support and encouragement.(b) the CBN should make some innovations from itself.firstly, raise up a unique audience position to attract more potential people;followed by the expansion of the industrial chain have to pay more attention to the depth of financial information and news at the same time,which is conducive to build authority and credibility;strive to provide more authoritative and independent property rights products to expand the social influence and enhance the credibility,and so on. And I think in today's highly competitive media market, because of the entry barriers had been reduced,leading to the product substitution and overlap seriously.so in order to reduce the threat of rival alternative and the cost of information supply,the CBN must have their own unique brand personality and innovative products and services.