Reserch Of Newspaper Brand Relationship Construction In New Media Pattern

The rapid development of Internet and new media has continually changedecological environment of media. The competition between the traditionalpaper-based has experienced some transformation. Originally, they focused on qualitycompetition which emphasized on extended edition and revision, service competitionwhich emphasis on self-issued and advertising and scale competition which focuseson the group operation. Nowadays, it has transformed into grand competition whichfocuses on the improvement of influence. At the same time, because of the newesttechnology, the “audiences” has experienced dramatic changes in masscommunication. The audiences are not the unsophisticated receivers any more. Theyhave transformed into producers, communicators and changed their roles at all times.China starts late on media brand construction. The brand relationship is a relativelynew concept and research branch. How to relocate the "audience" and build stablemedia brand relationship with the audience and media which can help find out theinnovations and breakthroughs in the competition is the primary issue in traditionalnewspaper brand construction.This paper analyzed the new communication pattern. It used the theory of brandrelationship, customer value theory, and experience economy theory etc. In this paper,"users" replaces the concept of traditional audience. This paper also selects SouthernMetropolis Daily as a representative of the traditional newspaper which has succeededin the construction of brand relationship. It involves the typical cases in the processand puts forward "relationship, value, linkage model". What’s more, it advocates theconcept of "user" in traditional newspaper, the idea of taking advantage of their ownresources, making the best use of the brand through user’s participation in exploringnew development pattern. The purpose of this paper is to provide a meaningfulconclusion to guide the domestic media management.