Research On Brand Communication Strategies Of Middle-Sized And Small Media Enterprises In Liaoning Ragion

With the further development of market-oriented reform, the media industry also starts the transformation from institution to marketization. The amount and scale of private medium-sized and small media enterprises show the tendency of increase, and these enterprises begin to play a more and more important role in the media market. Under the background of marketization, brand competition has become a issue that the numerous medium-sized and small media enterprises have to confront with. To seek for the effective approaches of brand communication concerning the features of medium-sized and small media enterprises and to avoid going into the wrong region of brand communication are realistic tasks we face in the process of enterprise operation and brand management. For that reason, I analyze this issue integrating theories with practice and use a representative media enterprise in Shenyang region, aiming to offer reasonable theoretical references and recommendations so that the enterprises can enhance their brand communication effect and boost competitiveness. The innovation of this article is that it combines IMC theory with medium-sized and small media enterprises’ brand communication and puts forward new trains of thought about the brand operation and communication of medium-sized and small media enterprises.This article includes six parts. In the first and second part, it introduces the relative theories about brand and media enterprise, and discuss the current situation about the brand building of the media enterprises in our country combined with the brand building development both in and abroad and with the features of medium-sized and small media enterprises. In the third part, this paper carries on a case study of Liaoning TZ media enterprise, based on the analysis of the environment of media industry in Liaoning province. I discuss the strategies and theories that the media enterprises use in their brand communication practice, and analyze the strengths and weaknesses of the sample of enterprises’ brand communication work in order to offer some solutions. The fourth part is the analysis part. In the fifth part, I summarize the discussion above and put forward solutions on the medium-sized and small media enterprises’ brand communication from three aspects. And in the last part, it includes the deficiencies of the study and looks into the future.