The. "meirixinbao" Brand Strategy Study

Today, the situation of media management has already changed remarkably.the homogeneity phenomena of media's products are serious day by day,andmedia's audiences are more and more active and varied.All above impel the mediato manage and develop itself with a new idea in order to occupy the favorable position in the competition.With the corporatization and marketization of the media in our country,the media brand strategy becomes more important than before.News Daily starts publication in January 1, 2000. from the moment ,it focus on creating its own brands, and form its own distinctive brand personality. News Daily with the "mainstream media public information" on purpose, to the pursuit of "the earliest reported, the fastest and most complete information".With 8 yeats,It has created a super-conventional development miracle in national newspaper, circulation, advertising revenue and economic benefits, market position all lies on forefront of China's newspaper. News Daily has been honored "the fastest-growing newspaper in China." Therefore,it is full of theoreticand realistic significance to choose this newspaper as the case of the research onnewspaper's brand strategy.This article regards as the central issue with the tactics of brand positioning. According to the operation of the brand, brand personality and brand marketing, brand promotion of the News Daily, conduct its Brand Strategy in-depth research.this article induces and comments the brand marketing and promotion tactics of the newspaper. Somecharacteristic measures among them can be used for reference as the generalexperience of media brand construction.Certainly,as other case studies,in the last part of this article,some defects the News Daily owns at present are pointed out,and some countermeasures are provided,which can only be considered as a personal view.