The Analysis Of Brand's Construction By Chinese New Financial Media From Te Factors Of Literatures And Audience

Around the year 2000, some new financial medias in our country which those set up their brand with its unique content and the successful brand management idea becomes very popular by readers during this 10 years.Based on three new financial newspapers "The Economic Observer", "21st Century Business Herald" and"China Business Journal", this paper made the comparison with two aspects of text and audiences, including the comparison between three newspapers themselves, three newspapers and the Chinese traditional financial newspapers, three newspapers and western financial newspapers, witch leads to analyze its respective text and the audience characteristics. By this process, this paper attempt to show that how new financial media in our country precede the text operation, audience selections and formulate marketing strategy.Most of the media brand research is followed the framework of brand learn, but medias may not proceed practical operation actully because of the invisibility of brand, resulting in separation between brand and media. This paper avoids the whole big brand learn but only using content analysis and contrast analysis to proceed the media brand research connection in those two factors:text and audiences. According to the comprehensive comparative analysis of the brand construction process, it may explain the feasibility of how we operating text and select audience reflecting in particular invisible brand.