Research On Brand Operation Of Jinan Newspaper Group

With the economic growth and technological progress, the competition between newspaper groups becomes increasingly fierce. A deteriorating market environment forces the newspaper enterprise to transform from capital operation to brand operation. The brand operation, as a necessary means to enhance the core competitiveness of the newspaper group, is getting more and more attention. The brand operation is an inevitable requirement for the enterprise development. It is an effective means to build powerful brands and make companies bigger and stronger, thus can determine the success and failure of enterprise competition. The market economic system in China has initially established and becomes more mature now. The domestic and international competition of brands is more and more increasing. In this kind of environment, only the brand operation can help our industry (media companies and newspaper enterprise) to develop our own national brand and to participate in international competition. Therefore, brand operation, as a hot research topic, should get large attention from both academic and industrial areas.In this paper, we make an environmental analysis of Jinan Newspaper Group (JNNG)’s external and internal conditions based on a strategic analysis approach, and also make a comprehensive analysis using SWOT method. We finally conclude that, there are more opportunities than challenges for brand operation in JNNG, thus the development of the main trade is the only choice. We use many tables, figures, and case studies to explain the related problems of band operation, and make systematic summary and analysis for related theory by references.JNNG, as a deputy provincial party newspaper group, attaches much importance to integrate and utilize the brand resources. It has its own advantages and disadvantages about band operation. Firstly, JNNG has rich political resources and social resources and has solid policy support from government. Secondly, JNNG brand has dual attributes. It is different from normal commercial brand, and has an advantage on brand positioning and brand communication. JNNG brand has disadvantage, too. Newspaper industry is currently influenced seriously by network and some new Medias. Because the brand operation ability and influence of JNNG is relatively weak, the brand competitiveness is not strong. However, after the comprehensive analysis we think that JNNG brand operation scheme is now feasible. The JNNG should take differentiation strategy, strengthen the brand asset management, create the core competitiveness, and enhance the talent and cultural support. Only in this way, it can gain a firm foothold during the competition, and achieve the growth of value brand assets and sustainable development of enterprise.