About The Media Image Of Its Shape The Strategy

With the global spread of the degree of progress, the situation of intense media competition show, saying often that the "sell themselves" in the media market competition is no longer efficacious, even if the media product standards even higher, then the unique point of view, have not been able to attract the attention of the dominant audience competitiveness, not to their own good "media image" spreading out flood in this competition will be "playing with toys." Therefore, the study "media image" and to use in practice, how to create and maintain a "media image", a medium survival, development, the key to winning.In this paper, the content of the media image of a detailed narrative, with particular emphasis of the "media image" and "media brand" confusing two different concepts, in short, "media brand" is a "media image" of the composition part of the "media brand" is more commercial, market-oriented product, and "media image" in addition to including these, there are media reputation, credibility, influence, and other cultural values, the distinction is clear a "media image" of research. Second, the study "media image" needs to draw on the knowledge of multiple related disciplines, this paper lists the number and the "media image" of the relevant disciplines, as the theoretical basis, such as semiotics, aesthetics, psychology, communication , management and so on. Again, this image of the media image of the composition and function of the media were analyzed.Finally, there is the "media image" of the content of the specific operating practices, namely, how to use various kinds of "strategy" to create a favorable media image, the paper according to different angles and different stages listed out a variety of different levels of "strategic", such as the implementation brand strategy, which includes CIS packaging strategy and brand extension strategies; public relations strategy, including planning activities, and crisis public relations strategy content; advertising strategy, including information on "image advertising" is defined and how to achieve advertising strategies; sustainable development strategy, which is the most important highlight of this article, the media image is not a simple act of overnight, its formation and maintenance of a lasting process, and "media image" is a dynamic system, can not be static measures to fixed, so has the basis of core competencies should be vigorously develop the cultural strategy and innovation strategy, they are common values but also including the media, team spirit and product innovation and technological innovation.