Study On Media Activity Of Jiangnan Metropolis

With the change of the media environment and the advertising customers' demand,media activities has become one of the main profitable channel that the media makes their own brand promotion and advertising-financed earning. From the perspective of communication,this thesis first to make a globle scanning for media activities,then, study the" jiangnan metropolis"as the main research object and make a deep analysis.It summarizes and combs the present development of city newspapers and magazines, points out problems that existed in the city newspapers and magazines media activity,and advances some corresponding solving strategy, in order to give some help to metropolitan newspapers and media activity, and make them get a the sustained and healthy development.This thesis is divided into five parts.-The first part is an introduction, explains the research background, the theoretical and practical value, and provides an overview of the main content of the thesis, and the main research methods and innovations.The second part elaborated the basic meaning of media activity, classification, functions and features, cited newspapers, television, web site to illustrate the media activity,and made a Foreshadowing for the further study.The third part elaborated the background of the metropolis newspaper media activity, summarized the current situation of media activities, and classified and summarized the characteristics of urban newspapers and media activities.The fourth part focused on the jiangnan metropolis as the research object, analysed its media activities for the present situation, and the classification of detailed case, summed up the successful experiences in the media.The fifth part got some problem existed in unban newspapers according to the study in jiangnan metropolis,pointed out the strategy that can solve the problem, emphasized that we should make adjustments from event planning, brand building, innovation, integration of resources, personnel training and other aspects, so as to make the urban newspapers and media activities towards a more benign development.