2002-2011 "Southern Weekend" Brand Communication Strategy Research

With the marketization of enterprises of China’s media industry, today’s media environment has undergone enormous changes in the newspaper. Highlight the growing importance of the media brand strategy:strife intense media and an oversupply of media products, media increased differentiation in the market environment, the brand helps to enhance competitiveness, to enhance the attractiveness to maintain affinity. News media competition in the market has gradually become the brand of the contest."Southern Weekend" from the development process of change in2002, is a microcosm of the changes in the newspaper industry in China to try and brand awareness,"Southern Weekend" started from the cultural weekly into a social current affairs weekly, adhere to the noble cultural taste, readers gathering ideas, influential audience to record the process of the times."Here, read" slogan, trying to outline a clear picture, for themselves and establish a good brand image in the complex world like."Southern Weekend" a series of "polish brand" activities to achieve the desired effect, according to the World Brand Lab released "2006China’s500Most Valuable Brands" ranking,"Southern Weekend" brand value ranked first in the weekly newspaper.This paper uses the theory of brand, advertising, communication studies and other disciplines dialysis "Southern Weekend" brand communication from the strategic level."Southern Weekend" in2002transformed into rational serious weekly, starting with a more professional and scientific way of brand management. Start with the brand design, brand positioning dimension "Southern Weekend" brand building strategy, followed by the brand’s core values of "Southern Weekend"-depth reporting and news commentary summarized and case analysis, focusing on " Southern Weekend,"the primary means of brand communication-public relations, image ads and employment mechanism, three aspects, and then pointed out that the rise of new media lead to the intensification of competition in the media and dissemination of environmental change, forming a huge impact on the paper media, and" Southern The weekend also made a useful attempt on response measures.This paper summarizes the "Southern Weekend" brand communication the key to success lies in its complete brand building system, flexible market positioning strategy and its diversified, multi-means of communication strategy. Reference and guidance of our newspapers and media branding process.