Metropolis Daily Brand Research Under The New Media Environment

The development of new media makes the ecological environment of traditional media and the media market competition pattern a new change. Although the traditional newspaper industry is still the advantaged position of the mainstream media, but in terms of influence, advertising and circulation has been gradually show weakness, even appeared a downward trend. This phenomenon also reflects the most traditional newspapers in the media change challenges and confusion. New media, quick, convenient access to a mounted on the stage of history will strongly impact the traditional newspapers. On the other hand, fragmentation reading way, combined with the current system in China, the newspaper is difficult to eliminate the phenomenon of homogeneity within short time. This kind of circumstance can really produce the interests of differentiation marketing only sets up the unique brand image. Challenge can also is an opportunity. Metropolis daily also can make use of new media to create a new development.This article try to find out the new media environment shape the city brand strategy, the premise is treated it as a company, the newspaper and metropolis daily is the production of a product by the enterprise. Break the metropolis daily circulation is the only standard to measure a newspaper influence. Whether readers in reading habits, consumption patterns, or get in the way of information, are different in the past. We should make an objective analysis in this metropolis daily strategic environment, find out the advantages and disadvantages of its own, to complement each other. Using the agenda-setting theory, using and gratification theory, media convergence theory and the related theory to discuss the corresponding measures of the brand. This article lists somehow have the characteristics of the metropolis daily in new media environment create its own brand. Summarized during the progress of science and technology, the metropolis daily is how to adapt to a variety of new media, the final analysis the urban karma how to use the new media environment of shaping the brand strategy to influence.First, paper puts forward the new media environment measure a metropolis daily brand standards; Second, analyzing the advantages and disadvantages of metropolis daily in existence; Final analysis out metropolis daily use of the new media environment shape their own brand strategy.This article hopes to draw in new media environment, the transformation of metropolis daily or decline in circulation, does not mean that the newspaper will become extinct. Even newspaper as a physical carrier waning, even one day will quit the historical stage, but its formed by way of editorial for hundreds years, stylistic characteristics and form of basic elements is also won’t die, will only have a new development. Under the environment of new media, metropolis daily should present a new vigor and vitality, the new media provides the metropolis daily reported more extensive information source, the depth will have more extensive social influence, the message is no longer limited to local, thus metropolis daily also can affect more people.