News Journal Brand Building Research In China

Brand could be the core of competitiveness of a magazine, and a successful magazine brandcould also protect and enhance the competitiveness of a magazine. Any real brand magazine wasbound to be a highly competitive magazine. However, in today competitive environment, inorder to establish a brand, especially establish an outstanding brand is very difficult. In focusmedia age，following the trend of economic and social development, exploring the inner law ofthe periodicals development, carrying out the study of news magazine brand building, willundoubtedly contribute to journals in the fierce market competition, bigger and stronger. After37years of hard work, South Window grew smoothly as a well-known brand, thus, South Windowbrand phenomenon was worthy of deep reflection and study.In this paper, taking Chinese news magazine brand as research objective, systematic andcomprehensive analyses of the brand-building process of Chinese news magazine brand are done.First of all, more than ten decades brand building processes are illustrated. Then, in contrast toother major domestic news magazines on the basis of brand building, advantages anddisadvantages of Chinese news magazine brand building are found out. Further more, somesuggestions on how Chinese news magazine to build up strong brand and increasing mediainfluences are made.Famous news journal South Window in depth reports, news concept, brand building strategy,adhere to professional ethics in the media market today to enhance the taste of advertising,organizing charitable activities, has won recognition and favor of the mainstream crowd. SouthWindow insist on a serious journalistic ideas the newsworthiness of exploration and keenjudgment and profound, stressed officiating a pragmatic the news operation flu construction,with an open mind to see the context of globalization of the world, closely track the major events,China hot and difficult political and economic fields and social change, collecting themainstream elite and the masses of sound, constructive thinking, and promote the formation ofthe spiritual power of the Chinese society. South Window because of its quality and impact hasbecome benchmark Chinese news and the mainstream media. As one of the periodical fieldconsiderable component of the brand, South Window on the content and brand building hasmany unique features. The core of the paper is the brand-building of Chinese news magazine, therefore, brandmanagement-related theories in management studies are introduced to make a systematicanalysis of the research objective, and also, some audience and communication effect theories injournalism studies are used as the theoretical basis for this research.In this paper, a case study of our news magazine South Window brand building, first introducedour journals brief history and development, followed by the main analysis of Chinese brandvalue and influence of the journal, and then explore the South Window as the representative ofthe contemporary news journal brand building, and finally discuss the issues of our newsletterfor brand building, analysis and strategic recommendations. Through the above journal brandbuilding and strategy, brand building news journals provide a useful reference.