Research On Brand Stratedy Of Winshare Media

The publishing media is facing a great change. The strategic cooperation between enterprises and the integration of resources become more and more popular. In these circumstances, with the methods of strategic cooperation and capital investment, Winshare Media will extend from the publishing industry to the media and the relevant industry gradually. Thus, it is necessary for Winshare Media to carry out the brand strategy of common development with the emphasis of enterprise brand and the orderly combination of business brand, so as to make the brand become the carrier of the enterprises' core competence, and then spread around the customers, the shareholders, the investors, the partners, the government, the employees and the public. This strategy can create a healthy external environment for the development of the enterprises, so as to get more opportunities for financing, investment and cooperation.This article comprehensively introduces the development of Winshare Media and the industry environment and it also analyzes the necessity of carrying out the brand strategy and the current situation of the brand building. On this base, it does research on the foundation which determines the brand position of Winshare Media, including the internal and external factors of the enterprises, the industry environment and the brand cognition of stakeholders regarding Winshare Media. Then, it derives the position of Winshare Media's corporate brand and business brand.Focusing on the brand position, this article provides the measure for the brand strategy of Winshare Media. Firstly, it researches on how to create the system of the brand idea and obtains two typical brand core values--"share" and "lead". And then it deduces and enriches the most suitable value of "share" in the business brand. Secondly, it researches on the brand system of Winshare Media and then makes the conclusion that the channel of Winshare Media should focus on the single brand framework while the part of content industry can adopt the multi-brand framework. Meanwhile, it specifies the problems of brand extension and acquisition in the process of business development and capital operation. Secondly, it researches on the brand spread strategy of Winshare Media. By combining with the enterprises' management features and defining the communication objects of the enterprise brand and business brand, it sets down communicational strategy which aims at media, public relations, marketing and interpersonal communication. Finally, it researches on the brand management system of Winshare Media and analyzes several current brand management & organization patterns, and then it finds out the most suitable brand management & organization pattern for Winshare Media. In addition, it sums up two type of brand management—the initiative type and the control type. With researches on these aspects, it offers direction and basis for Winshare Media on how to carry out its brand strategy.