Study On The Brand Strategy Of Southern Newspaper Group

After nearly fourteen years of development, the newspaper group's market-oriented operation has entered a new stage. To enhance the competitive level of China's media industry and the core competitiveness of the media industry, newspaper groups have an urgent need from low-level competition in a price war to a high-level strategic competition. The implementation of the brand strategy can help newspaper groups become bigger and stronger and help them turn the long-term development goals into truth. The concept of brand has long been deeply rooted in our business field however this concept was formally put forward in the media field in recent years. Due to the lack of sufficient accumulated experience and theoretical guidance, the use of brand strategy in the media field has run up against many obstacles. Southern Newspaper Media Group was described "the most reasonable press structure, the reader coverage of the most comprehensive, the strongest integrated operational capability," of all the newspaper groups in China. Southern Newspaper Media Group has accumulated rich experience during the brand building and the brand strategy implementation process. As an outstanding example of newspaper groups in China, the brand build of Southern Newspaper Media Group may give us some useful inspirations. In the meantime, we can also discuss and find out its shortages and some measures to make it better. The study on this subject will undoubtedly provide a next step in the development of the theory of reference for the Southern Newspaper Media Group, but also will enrich the group's brand strategy in China press and media brand construction of research.This article can be a total of six chapters and the content is divided into three parts:PartⅠ:Introduction and the second chapter, Newspaper Group theoretical basis for brand strategy. The introduction includes research background of some of the major, domestic and international research projects on the current situation, research methods and innovations. Four kinds of research methods used in this paper are case study methods, historical research methods, literature research methods and comparative analysis methods. The brand strategy theories of Newspaper Group provide a basis for the study of the Southern Newspaper Media Group's brand strategy.Part II:Chapter III, Southern Newspaper Media Group Brand Development Road and Chapter IV, Southern Newspaper Media Group brand building approach. Both of them include some details about the topic, which is the core of this paper. The brand development of Southern Newspaper Media Group experienced four phases:the discovery of brand awareness\the formation of brand concept\the practice of brand strategy and the promotion of brand value. Its "two umbrella" brand architecture, the differentiation of the brand concept, multi-brand rolling development, brand management system and resource integration constitute the successful experience of the implementation of brand strategy for Southern Newspaper Media Group. They are the reasons why Southern Newspaper Media Group Newspaper Group are able to outshine others lies in China,.PartⅢ:The last two chapters. This part analyzes and summarizes the Southern Media Group Newspapers'shortages of brand strategy and make recommendations for improvement. First of all, analyze the News Corporation's brand strategy, including the News Corporation's profile, News Corporation's brand development road and the News Corporation's three brand strategies. Second, make a contrast between Southern Newspaper Media Group and News Corporation and of the brand strategy and find out the defects of the latter, such as the incomplete of the media system the single earnings form, simple media element, the insufficiency of the use of new technologies. In the end, the corresponding suggestions for improvement include remodeling market players, to implement cross-media operations, being cautions of renovation project and strengthening the reader awareness.