Brand Management Strategies Of The Financial Newspapers

With China's media competition escalated, media industry gradually entered the brand competition era, the newspaper's branding management attracts more and more attention. In the trend of media industrialization and marketization development ,the rapid rise and development of the finance newspapers become the focus of media market, especially China Business Journal, 21st Century Business Herald and The Economic Observer of which three mainstream financial newspapers in brand management of outstanding performance draw public attention most. This paper takes three mainstream financial newspapers as the research object and discusses the economics as well as summarizes brand way of business newspaper.This paper mainly contains four sections:The first part, the introduction. Main topic of this paper according to this study, the significance and the theory of predecessors comb made clear in the this paper research object, ideas and research methods.The second part of our country finance newspaper brand management background and significance. Goods and newspaper brand from analysis of the meanings of the value of the newspaper business brand in China, then contact the social background of the finance and newspapers, expounds the brand management in finance newspaper advantage lies.The third part, our country finance business specific strategies, newspaper the brand strategy of constructing mainly include brand and brand marketing strategy two parts. The brand strategy of constructing three of the main concern in mainstream financial newspapers audience positioning, idea positioning, identify planning, the content location, advertising positioning five aspects of Shared experience, based on practice discussed. Brand marketing strategy section emphatically expounds three mainstream finance newspaper in newspaper distribution channels, brand promotion, son brand extension, digitalization construction, brand public relations activities five areas of several strategies.The fourth part, conclusion. Summarize this paper main ideas and conclusions, and point out deficiency and possible future research direction.