Analysis Of The Media Brands, From The "first Financial"

The essay analyzed the case of "CBN", the famous cross-media financial information media brand in China, systematically analyzed the development of the brand's building, maintenance and till finally the development process of value increment to become a brand with the value of RMB 16.8 billion. Revealed where the value increment of a media product comes from. The essay mainly uses the methods of marketing theory. By using branding theory, it analyzed the concept of media brand. By using creative theory, it analyzed the concept of media product. It mainly uses the method of literature analysis, data analysis, interview and focus group research etc., firstly, the essay starts from the three aspects of value segmentation, content creation and channel integration, exposed that to build media brand needs starting from audience positioning, product positioning, space positioning the three brand positioning. Secondly, the article discussed the brand strategy and the method of operation about "CBN". The essay explained that except the marketing strategy on media brand building, it is a necessity being "professional and specific". Finally, made a comparison about the development of brand value building and value increment of the media brand of "CBN". The article by analyzing the case of " CBN "", the media brand development case, starting from the brand positioning, the brand operation, the brand value increment three aspects, explained the necessity and the importance about building the native media brand are conform to the new times media facing the external environment and the intrinsic development,and further explored the road map of building media brand.