Study On Brand Building Of Shaanxi Daily

With the thirty years of reform and opening up, the media industry has got great development and prosperity. In recent years, with the aggravation of competition, media brand awareness is gradually awakening, brand construction have been put on the agenda. To the south of daily as the representative, an earlier start of the brand construction, has achieved good results. For70years of development, Shaanxi Daily has accumulated a certain reputation and brand awareness. But comparison the party newspapers brand influence of the developed areas, Shaanxi Daily is badly weaker, for no development planning and other reasons.Firstly, through the introduction this paper puts forward to problems of the Shaanxi Daily brand construction situation and the comparison of domestic developed area party newspaper brand construction. And then, through the party newspaper brand construction theory, this paper puts forward to Shaanxi Daily brand building theory. On these grouds, the paper in-depth analysis of the Shaanxi Daily newspaper brand construction present situation, problems and deficiencies. In view of existing problems and shortcomings, combined with the actual situation, this paper has undertook locating afresh of Shaanxi Daily brand, made the newspaper brand construction project, and put forward to specific measures.On the basis of the in-depth study, this paper presents the Shaanxi Daily brand construction theory, developed a suitable for the actual situation of Shaanxi Daily newspaper brand construction strategic target, brand construction scheme and implementing measures. And this paper further enrich and perfect the party newspaper brand construction theory, providing the theoretic support and guidance for the Shaanxi Daily newspaper brand construction, in order to ensure achieve the goal of "Shaanxi the first authoritative political newspaper".