Yi Shi Communication Strategy

Yi Shi Bao,Shen Bao,Da Gong Bao and Min Guo Ri Bao are also known as the old China "four". Yi Shi Bao,which had the national marketing in more than 20 large and medium-sized cities, had a certain influential.When it was in the face of the devastating floods in 1931, Yi Shi Bao tried its best to beg standby the people, offer suggestions and ideas to the government, and finally complete the communication tasks.This paper, based on the large number of first-hand information, studies the communication strategy of Yi Shi Bao in the four periods:flood gestation period, flood early stage, flood Duration period and flood dissipated stage.The thesis analyses Yi Shi Bao how to make use of the three forms News, Commentaries, Special Issues under its corporate communication strategy,and how to communicate the information and play the social mobilization function better. Especially in the third stage, Yi Shi Bao formulated the "paper" communication and "body" communication strategy to organize Campaign weeks for Relief. Yi Shi Bao tried its best to start a vigorous social mobilization which will be the culmination of the entire communication behavior, and have achieved good results.