Industry Reported Resource Development And Brand Operation

The trade newspaper, whose target readers are mostly confined to people in a special trade, is an extremely important kind of newspaper in the press system in China. Its aim is to report news in the trade system, and provide information service for the readers. Based on a professional field, trade newspaper has to make some adjustment so as to follow the new development in the trade.As media marketing process is going on, the trade newspaper has experienced several great innovations. There are still some unsolved problems, such as improper positioning, under-development of the special resources, scrabbling for the same reader resources and so on, which lead to the survival crisis. In allusion to the problems above, the status of China trade newspaper is researched, in order to give some insight on exploring new space for the trade newspaper.According to observing, contrasting, investigating and researching to many domestic trade newspapers , this paper systemically analyzed that how the trade newspaper challenge against marketing actively, pointing out that the survival and future development lies in the operation based on brand strategy. Firstly, deeply explore the special resources, in order to fashion a featured media brand .Secondly, expand the news resources, so as to boost the benefit of the newspaper.Based on the analysis of the market demand, trade newspaper could make some changes to its positioning, improve the service for the readers, and build up a sound media brand .Therefore the traditional trade newspapers could pull through and find out some new developing opportunity.