On The Journalistic Planning In Contributing To Spreading Of Brand Of Chinese Private Enterprises

Since the reform and opening policy were carried out for 3 decades, private enterprise became important part of Chinese economy. With the development of market economy, oversupply situation was appeared in many consumer markets. In the eighties last century, enterprises started to learn the knowledge of brand after its concept was brought to China and hoped to be the leading merchant of the Chinese market and at the same time, to take a share of international market by creating a great brand. However, the development of brand went in varying degrees due to different development history and experiences between different Chinese private enterprises. Mature private enterprises have long history and they find unique brand positioning as well as proper development direction. Small and medium private enterprise, they have brand awareness but lack of strategic development programming. Local private enterprises, they lack all of them. As for the development of brand, the invested resources were finite and approaches were simplex in the spreading of enterprise's brand. They only concentrated on advertisement and took delight in talking about the effects of it. As a result, too much attention and resources were focused on it. It is true that advertisement indeed brought some popularity to enterprise brand in short time, but it failed to bring brand favorite at the same time. To spread the brand to public, enterprise should not only take full advantage of advertisement, but also should take other methods to express the product quality of this brand, attract customers'attention and gain reputation. Journalistic planning contributes to the achievement of communicating effects. Its outstanding performance in contributing to spreading effects made it win the favor of media and government. Journalistic planning is an efficient spreading method on the basis of authenticity. The information transmitted by this method tends to be more trustworthy. Moreover, its cost is low and spreading effects are good. What's more, it will be good for the promotion of brand reputation by adopting this method. It is said that"it doesn't matter whether the cat is black or white, as long as it catches mice". As a good"cat", journalistic planning is indeed a good method in information spreading. Private enterprise can adopt this method to spread its brand. This paper investigates the function of journalistic planning on spreading of enterprise brand basing on the analysis of the examples of Better Life Commercial Chain Share Corp, ltd. Meanwhile, it states some key points and important links of journalistic planning. I wish it may become reference for some other private enterprises.