On The Brand Construction Of News Hotline

Today, with the corporatization and marketization of the media in our country, the media brand becomes more and more important than before. Media competition has become the contest of brand. The newspaper consists of a variety of different editions and columns, so the establishment of the overall newspaper brand would promote the column brand whereas the establishment of the column brand would also advance the development of the overall newpaper brand.Weifang Evening Newspaper, which is a relatively successful operation in Weifang newspaper industry, has accumulated rich experience in its brand construction. One of its most influential columns News110 plays a decisive role in expanding information resources and creating a good reputation and credibility. News110 is taken as an example here to explore the newspaper brand construction's connotations, functions, methods, strategies, the problems and the countermeasures. Such discussion will surely provide certain theoretical suggestions for Weifang Evening Newspaper's further development. Meanwhile, it will also enrich our studies of the current newspaper brand construction.The thesis is divided into four parts. The first part is about the connotation of newspaper brand and its construction strategies. The second part is about the characteristics and the brand significance of the news hotline. The third part is to analyse the News110's brand-building experience of Weifang Evening Newspaper. The forth part is to put forward corresponding measures for the shortages existing in the brand construction of News110.