Strategy Research Of Traditional Media Curative Activity Brand

Media curative activity is part of Social public welfare charitable activities. As the organizer of the curative activity in the activities, media have more advantage than other social groups and institutions In terms of credibility and spread. At present, there was a general agreement that media take actively participate in social public welfare activities as a social instrument. The curative activity organized by media is in full swing, but the development of the curative activity vary greatly. How to establish a long-term mechanism of the curative activity, and to make the curative activity more standard and effective? Thus it needs professional operation. The public activities organized by media also requires professional operation, and the brand development is a significant performance of activities towards professional operation.Brand is a kind of identification, a spiritual symbol, as well as a kind of value concept. The formation of the brand is advantageous to promote the enterprise’s image, to improve the visibility and influence, and to boost the enterprise’s development in other areas. Not only the earning of the enterprise need brand, but the media curative activity also should attach importance to brand shaping. However, individual curative activity cannot form a brand. The brand establishment for media curative activity needs media initiative by planning, in the audience to create a form of relief with persistence influence and charisma.Curative activity brand is advantageous to set up the media public image, improve the social influence and competition ability, and form a clear positioning. The audience in the spread of brand curative activity as well as the brand of media communication has played a positive role. The aggregation effect, impetus effect and the propaganda effect of the brand can also be played out through the brand to curative activity, and these effects are the media’s pursuit of the effect.However, at present most of the media organize curative activity does not establish brand awareness, lead to many good curative activity is not strong vitality, maintain will go away after a few years. The Quancheng volunteers curative activity established by Jinan Times, is at the local media but caused a big influence in the country. So far as held eight years, there are some lessons can learn from, but also appeared many not conducive to brand establishment and the development factors in the process of brand development. Such as the positioning problem of media, and the role play in the activities. This thesis will take this activity as an example, by drawing from Teacher Teaching activity of Shenzhen Evening and Most Help Needs Funding activities of New York Times, analyze the establishment, management, as well as the communication strategies, and put forwards some own views. It will provide a train of thought for media reported curative brand construction and development make Chinese media curative activity in the branding on the road to go further.