Research On The Brand Communication Of News Journals In China Under The New Media Environment

Under the historical background of media integration, Internet and digital media flow in continuously, so traditional periodicals are faced with huge challenges during transformation to new media. Competition of periodical brands has been integrated in media competition. It is crucial for news periodicals to find out how to integrate professional advantages of traditional media into the environment of new media to cope with brand competition in market evolution in order to win the game. Under the reality that information is continuously fragmented, readers occupy the initiative, and sale of traditional periodicals tends to be depressed, the insufficient brand competitiveness has become the soft spot of news periodicals and restrains the development space. Creation of brand periodicals becomes the important strategy for news periodicals to take the lead again.With relevant research results of brand propaganda of domestic and foreign traditional periodicals as the background and on the theoretical basis of communication studies, brand science, and marketing, the paper takes brand propaganda of news periodicals in our country as research subject and analyzes deep influences of the new media environment on it through methods such as literature collection and case analysis. Natures of news periodicals distinguish them from other periodicals in brand characteristics. They cannot be researched with propaganda strategies of common periodicals. Typical authority and credibility of news periodicals bring wide influences for them to give play to advantages and apply resources effectively to realize effective brand propaganda. At present, the brand propaganda of news periodicals in our country has obtained certain effect, brand awareness is generally set up, brand positioning is carried out and brand propaganda channels are expanded, but problems such as serious homogenization, technical bottlenecks and lack of talents still exist. Secondly, the paper analyzes successful experience, existing problems and causes of current situations of news periodical brand propaganda in our country. On this basis, the paper also puts forward three strategies for brand propaganda of news periodicals:differentiation strategy, integration strategy and extensibility strategy. At last, the paper selects the representative iRead to conduct case analysis of its brand propaganda strategies and makes summarization and prospect.