Study On Brand Communication And Building Effection Of Living Services Newspaper Microblogging

As a new type of newspaper separate from metropolis newspaper, Living services newspaper has become a beautiful landscape in city newspaper market after nearly two decades of development. Facing fierce competition in the newspaper circulation and the fight in advertising market share with new media, Living services newspaper is following the trend of being omnimedia inevitably.Shanghai Times is a living services newspaper which ranks top three nationwide and first in Shanghai. It launched its own official micro-blogging on Sina platform. Established in a fashion metropolis-Shanghai, its brand positioning is being a integrated weekly newspaper which has both news and service to publicize society news, provide life service information, pursue high-quality life style, promote Shanghai culture.Shanghai Times aims to make official microblogging become a brand communication platform to keep cordial interaction with the fans, link closely with the pulse of the community, and maintain a consistent pace with the times.This paper analyzes the characteristics and propagation characteristics of microblogging, and mode of transmission of the microblogging platform, By the relevant psychological analysis of microblogging users, There are five microblogging brand building channels:Setting the agenda initially and guiding public opinion; the newspaper-net interaction; event marketing; emotion spread; microblogging matrix communication. By the text analysis of Shanghai Times microblogging, This paper tend to master the basic features of microblogging, and to explore its way in the actual operation of brand communication. At the end of the article, The author analyze the existing problems on the brand spread of current living service newspaper microblogging In view of the current study of new media, especially the microblogging has not unified theory for reference, I combine a variety of theoretical approaches to demonstrate this research, The author hope that the preliminary study will be helpful for Chinese academic to conduct research on microblogging.