Media Brand Strategy Research

Since the end of last century, The Chinese Media industry has seen vigorous development with an expected annual growth rate of more than 12% in 2006. The rapid economic development and politic element have contributed to the increasing development of the media industry. Changes in consumers' demand continued to push forward profound changes in the industry.As international media groups sped up their entry into the Chinese market, the media industry in China would face much more vigorous competition. As a result, Media runners should pay more attention on media management, like media positioning, marketing, media brand building and brand extend. It's showed that the brand media was more popular. As brand represents a kind of special relation between media and their receiver, it's necessary for media to build their brand and make a media brand strategy for it.As Chinese media began to stress the market-oriented operation very lately, the research and practice of media brand strategy is not in a formed status.On the whole, the Chinese media industry is on the primary stage of media brand operation. The difference between a media brand and a consumer brand is that of a product and a service. A product can be stored after manufacture but the service must be produced and consumed at the same time. It is important to understand the need gaps and satisfy consumers, or viewers or readers to build brands.This paper analysis the status and problem of Chinese media operation in brand and put forward the basis and the element of media brand as well as other influencing factor for building the media brand. At last, the paper gives advice to how to build the media brand.That is to say, at first, the operator need to research the market, positioning the media and targeting the consumer. And then, they should build media VI system and create the media own popular program, famous journalist or MC etc..At last, media brand communications activities should be done. In this point, some communications tools like Advertising, Public Relations and Event promotions are all useful to media brand building. Additionally, brand extend is also important to media brand.The paper would explain how media companies extend their brand to a new market space and attract new audiences as well as generate new revenue streams.