The Study Of The City Party Newspaper’s Rebranding

The city party newspaper is a special group and it is the backbone of the party newspaper system in China. Our country has more than 300 city party newspaper in their respective areas to guide local city’s public opinion, which play the function of bridge between the party and the people. And it has a deep brand influence in local people’s heart. With the vigorous development of the new media, the arrival of the new regional layout of the media, and the infiltration of the cross-regional media, the media market’s competition causes some great changes in the survival environment and the state of development in the city party newspaper. The city party newspaper’s brand has suffered from the unprecedented impact and come across the bottleneck of survival. Although most of the local city party newspapers still have brand influence, their development prospect will be at stake without the transformation and rebranding. Some city party newspaper is also facing the great crisis of "live or die". At present, there are few systematic and comprehensive studies in the rebranding of the city party newspaper by transformation. Most of them are studied from the single problems like the page version, the improvement of business. Therefore, the systematic study based on case studies on local city party newspaper has vital significance.In this paper, the only city party newspaper in Zhangzhou area —the Minnan Daily, its rebranding is the research case analysis. And this thesis is divided into six chapters. The first chapter in the introduction is to point out the background of selecting local party newspaper for brand reshaping and the research meaning of taking the Minnan Daily as a case study. By finding out and analyzing the current research status such as "party", "party newspaper brand", "party newspaper transformation", it determines the research methods and thoughts. The second chapter is to extract the local city party newspaper brand’s research literature, compare and analyze the related concepts which are unclear and confusing. The author makes a new interpretation and definition on its elements and brand characteristics of the local party newspaper brand. The third chapter points out that in the vigorous development of new media, the strikes from the media which outside the city area and the media around the flank, the audience’s changing way of reading and the city party newspaper’s present survival situation to illustrate the reason why it must get through the transformation to reshape the brand. The fourth chapter is from the audience positioning, brand service idea, enriching the contents of the page to rebrand the Minnan Daily. The Fifth chapter which is based on the interview and investigation, explores in detail the Minnan Daily which is under a hit from a variety of media, and explores the methods positioning of the transformation, the strengthening of news planning topics, the development of news resources, the construction of a new media platform and the breakthrough of the newspaper business management transformation for reshaping the brand image. The sixth chapter summarizes the transformation of newspaper events, in reference to other cities’ party newspaper of the transformation events to Minnan Daily, the existing problems are put forward in the rebranding: brand construction consciousness, the layout of visual impact, brand marketing, content products, multi-channel management, the all-media butt joint and the suggestions and countermeasures are made, in hoping to provide the reference and suggestions for the reform of local city party newspaper and the relevant media revolution from the theoretical level and operational level. In the final conclusion of this paper, it summarizes the research achievements and puts forward the problems that the city party newspaper needs further solution and its ideas.