Research On The Brand Management Of The Financial Websites In The New Period

With the increasing development and innovation of internet, it has already becomean indispensable part of people’s life, and the most significant and common way forinformation acquisition. Aimed with the prosperity of economy, financial websites areemerging and gradually stepping into people’s horizon. The choice of this topic is basedon rudimentary knowledge of my bachelor’s year on Economics and the basicknowledge of Journalism and Communication as well.In China, financial websites are varying from one to another with each has its ownbrand influence which actually attracts its audience. Yet with the spread of new media,many information spreading channels, such as Wechat, Micro-blog, exert a vital imparton the running of websites and the influential power of its brand. As a result, how toretarget its audience of financial websites, how to reset the content to attract thoseaudience, how to establish a promising future for the brand and maintain its positiveimage, and how to consolidate the bound and tie between audience and the website stillremain as questions for people to research on. This paper, based on Economics,Communication, Management and Brand Science, will make a comparative study on thebrand building of four financial websites by adopting the media research methods ofCommunication. And the perspective of the author will also be displayed.A brief overview of the development of the media brand is introduced. Bycombining the “brand” in Economics and media development, the paper, choosingXinhua Net08, Sina Finance, Reuters Chinese Website and Wall Street Chinese Websiteas samples, conducts a study focusing on the characteristics of the financial websites’brand building. It analyzes the status quo of the four financial websites by concentratingon audience retargeting, content design and brand future. According to the comparativestudy, the paper has summarized the problems in financial website brand building andfurther proposes the writer’s opinion on the brand building of the current financialwebsites in China, among which the paper has specifically done a deep study on thebrand vision of financial websites.