Business Model Innovation Research Based On Brand Strategy Within Domestic Newspaper

Excellent business models will not only increase the income for enterprises, butalso promote the influence of their brands. Also, brands with influence will encourageenterprises to issue a wide variety of business models. The specter of the"disappearance of newspaper " has arisen amid the international financial crisis, andthis point has been validated by the diminishment of quite a few non-prominent papermedia from foreign media market. Actually, being different from foreign mature papermedia, domestic paper media is currently entering into a brand competition era.Meanwhile, as media becomes more and more diverse, paper media is supposed towiden its traditional pattern. Furthermore, under the circumstances of revolution andtransformation, paper media is encouraged to conduct innovation which is regarded asthe key to sustain competitiveness and pursue forward development. In time ofnew-media, some media have promoted innovative endeavor, including indexmarketing, database marketing and so on, which will bring enterprises withadvantages and opportunities. This dissertation proposed trifilar innovative marketingpattern for paper media, that is brand orientation, free service and valuable resources.