| After nearly ten years of development, the newspaper's market-oriented operation has entered a new stage. To enhance the competitive level of China's media industry and the core competitiveness of the media industry, newspapers have an urgent need from low-level competition in a price war to a high-level strategic competition. The implementation of the brand strategy can help newspapers become bigger and stronger and help them turn the long-term development goals into truth. The concept of brand has long been deeply rooted in our business field however this concept was formally put forward in the media field in recent years. Due to the lack of sufficient accumulated experience and theoretical guidance, the use of brand strategy in the media field has run up against many obstacles. Peninsula City News was described "the most reasonable press structure, the reader coverage of the most comprehensive, the strongest integrated operational capability," one of all the newspapers in China. Peninsula City News has accumulated rich experience during the brand building and the brand strategy implementation process. As an outstanding example of newspaper groups in China, the brand build of Peninsula City News may give us some useful inspirations. In the meantime, we can also discuss and find out its shortages and some measures to make it better. The study on this subject will undoubtedly provide a next step in the development of the theory of reference for the, Peninsula City News but also will enrich the group's brand strategy in China press and media brand construction of research.This article can be a total of five chapters and the content is divided into three parts:Part I: Introduction and the second chapter, Newspaper theoretical basis for brand strategy. The introduction includes research background of some of the major, domestic and international research projects on the current situation, research methods and innovations. Four kinds of research methods used in this paper are case study methods, historical research methods, literature research methods and comparative analysis methods. The brand strategy theories of Newspaper provide a basis for the study of the Peninsula City News ' brand strategy.Part II: Chapter III, Peninsula City News Brand Development Road and Chapter IV, Peninsula City News brand building approach. Both of them include some details about the topic, which is the core of this paper. The brand development of Peninsula City News experienced four phases: discovery of brand awareness the formation of brand concept the practice of brand strategy and the promotion of brand value. Its "two umbrella" brand architecture, the differentiation of the brand concept, multi-brand rolling development, brand management system and resource integration constitute the successful experience of the implementation of brand strategy for Peninsula City News. They are the reasons why Peninsula City News are able to outshine others lies in China.Part III: The last two chapters. This part analyzes and summarizes Peninsula City News ' shortages of brand strategy and make recommendations for improvement. Such as the incomplete of the media system the single earnings form, simple media element, the insufficiency of the use of new technologies. In the end, the corresponding suggestions for improvement include remodeling market players, to implement cross-media operations, being cautions of renovation project and strengthening the reader awareness. |
PDF Full Text Request