Discussion Of Brand Competition In The Journal Business Strategy

Entering into the 21st century, the competition of sino-press has been becoming more and more intense. WTO entry provides the opportunity for the development of this field and opens the door for the foreign magnates of mass media. Under this situation, studying the periodical which is possible to closely contact with the foreign magnates firstly is very important. To sino-press, the studies of shaking off the current difficulties and advancing towards the way of industrial development successfully have become the realistic academic activity.Brand appears firstly in the enterprise, whose basic concept is the market reputation of a product or a business and whose measure is invisible property of a product or a business. Looking around sino and abroad press, there are many examples of achieving success by using strategy for competition of brand. This dissertation searches the questions as follows: how to avoid abnormal competition of the periodical; how to create the advantages of brand; how to execute the strategy for competition of brand and what is effect that strategy for competition of brand exerts to the periodical industry.This dissertation is divided into three parts. The first part describes that strategy for competition of brand is the inevitable choice of the periodical management. This part analyses the inner condition and outer environment of current periodical and points out the situation of the periodical is very serious, moreover, abnormal competition in the periodical will make this situation worse. In order to change this phenomenon, according to business management and the experience of the inner and outer periodical, it is a wise choice for the periodical to select the strategy for competition of brand. The second part introduces how to create the advantages of brand. This part includes the makeup of the periodical brand and three methods of executing strategy for competition of brand. The third part looks forward to the future of the periodical and come up with the conclusion that strategy for competition of brand is the roll booster that pushes the periodical towards the way of industrial development.In short, this dissertation involves several fields such as journalism , pressx marketing and advertisement. It is difficulty to describe it intactly and logically in such limited length. This dissertation grasps the main contradiction of periodical management and essence of strategy for competition of brand, and fish out some practical and valuable methods so as to make Chinese periodical industry big and strong. Of course, there are some careless omissions in this dissertation. Please point them out if you find some.