A Comparative Study On The Brand Construction Of "China Daily" And "Dahe Newspaper"

This twenty years since the1990s, China’s newspaper market is developing rapidly, the dramatic change of the pattern of newspaper market for20years. In the face of fierce market competition, brand molding and competition has become an important connotation, constitute the core competitiveness of newspapers has become an important means to newspaper competition, become a newspaper the survival and development on the market, as the opponent in the internationalization and globalization of media competition. Therefore, the brand strategy has become an inevitable trend of the development of the newspaper, newspaper competition is no longer stay on the pure competition stage of reporters, but a comprehensive newspaper brand competition from the strategic high ground. Interpretation based on the analysis of the domestic and international research status on brand construction, the main research focus in all or a single newspaper, rarely will a comparative study of two similar newspapers. This paper decided to journalism, marketing, communication, brand, management, public relations, advertising, etc. The multi-discipline knowledge as a guide, using literature analysis, investigation, analysis, comparison analysis and other research methods, the "Chinese" and "river signs up for" the way of the brand construction of a comparative study.The article is divided into five parts. The first part introduces the research background and significance, research purpose, research present situation and trend about the topic, research methods and innovation; The second part is "Chinese" and "the river newspaper brand positioning strategies are compared; The third part by comparing the Chinese and the river newspaper brand columns cases, summarizes the characteristics of the brand column; The fourth part through the comparison of "Chinese" and "river signs up for" brand marketing strategy to summarize the city brand marketing strategy and tactics; The fifth part focuses on "Chinese" and "river signs up for" brand maintenance and brand extension and innovation strategy on the basis of the comparison, induction and summary. Through to the Chinese business "and" the river newspaper brand construction research, finally get the following conclusion:(1) the newspaper brand strategy is the key talent strategy;(2) the newspaper brand construction is a whole system engineering;(3) the particularity of newspaper determines the TV media brand construction has always been to cultural factors and the humanities spirit as the core;(4) accurate positioning is the premise and foundation of newspaper brand construction,stable quality is the guarantee of newspaper brand construction;(5) the brand construction of newspaper first is the brand construction of column;(6) to pay attention to and to do a good job of newspaper brand maintenance and brand extension;(7) to innovation.This paper hope through to the "Chinese" and "the river newspaper brand construction research, summarizes the experience of city brand construction, can effectively help" Chinese "and" river signs up for "eliminating barriers to hinder the development of relevant, and can offer has a certain significance for the development of the whole city’s theory for reference, also hope to launch newspaper brand strategy by a special law general rule, for the new economic era of city brand construction to provide constructive comments and Suggestions, the feasibility of the plan and worthy of reference model of development and roads.