Chinese Newspapers’ Brand Health Management In The Risk Times

A new concept is proposed in this paper, which is "Health Management of Media Brand". The author proposes the concept by using metaphor research methods and learning from "Health Management" in the medical field. Combining the "Risk Society" theory with Chinese specific national conditions, the author analyzes the manifestations and characteristics of Chinese newspapers’ brand health risk in Chinese high-risk times of globalization and modernization transformation. On this basis, the author explores the implementation strategy of Chinese newspapers’ brand health management. In summary, the author attempts to provide a new research perspective and a systematic mode architecture framework for the media industry, especially newspapers’ brand management in the process of reform and development.Chinese culture industry has entered a new period of rapid development. Developing a strong socialist culture in China has become an important part of promoting the socialist modernization drive and achieving the great renewal of the Chinese nation. Nowadays human life has come into a period of "Risk Society", which is named by some Western Scholars, such as Ulrich Beck (1944-), a famous German sociologist. However, China has its own particularity. There are differences between China and Western Society in causes of risk, manifestations of risk, and governance of risk. In the implementation of brand strategy and the process of brand competition, Chinese media industry, including newspaper industry faces various risks. How to governance risks and keep the brand healthy? It has become a practical and urgent major issue. However, it is scarce for systematic research on this problem.Brand Health Management is essentially a response to risk. In globalized risk society,"Health Management of Media Brand" should be included in the brand strategy."Health Management of Media Brand" is a whole process for the media: monitor, analyze and evaluate factors of the brand risk, take measures to reduce the brand risk and control it in an acceptable range; Make rapid response to the brand crises, organize resources to dispose crisis efficiently; Try to reduce the negative impact, or even transform crisis into opportunities; Improve capability of the brand anti-risk and anti-crisis, maintain the brand core competitiveness, promote the brand healthy and sustainable development.Seven categories are included in Chinese newspapers’brand health risks: strategic risk, political risk, production risk, process risk, legal risk, market risk, and human risk. According to the "risk-emergencies-crisis" evolutionary path, this paper designs the "Newspapers’ Brand Health Management System" for four subsystems:Routine Maintenance Systems, Risk Monitoring Systems, Crisis Management Systems and Brand Repair System. This paper builds a model of health management for Chinese newspapers brand. What’s more, this paper studies the implementation strategy of newspapers brand health management from the following perspective:the newspaper organization, Communist Party of China&the government and industry organizations. It is necessary to transform newspapers’ DNA by using "the Spirit of the Internet", establish a modern enterprise system and consolidate the core competitiveness of Chinese newspaper. Hopefully this paper will be helpful on it.