From The News Brother Of Tencent To See Mobile News Clients Build Brand Column

With the large development of mobile Internet and the popularity of smart phones, the mobile applications market showing a trend of prosperity.Due to browse news has been one of the top ten mobile Internet users behavior,Mobile news application have a brisk performance. Both traditional media and new online media have launched their own news client in order to preempt the mobile Internet market.With the further development of the mobile news client,mobile news client fails to avoid homogenization problems which the traditional media have experienced in a certain stage of development.Creating brand column became the most effective means to prominent personality and achieve competitive differentiation. Based on the fact, this paper will sort out the current development of mobile news client columns and analysis practical issue in the branding process,providing some reference for the current mobile news client of building brand columns.This paper will analysis the brand column of mobile news client combined with The News Brother-brand column of Tencent news client, respectively from the core competitiveness-column content,stylized packaging-column form and brand marketing. Concluded that there are still many problems in the construction of mobile news client’ brand columns,such as the column’ content and form is not prominent,operating methods is relatively single and there is no overall marketing concept, etc.The author suggested that the construction of mobile news client brand column should from the following three aspects: the first is to maintain the column’ quality, deep tillage column content; Second, innovation column’s form to build exclusive advantage; Third, establish a brand concept and promote the brand marketing. Through internal improvement and external reinforcement, promote the construction of mobile news client’s brand column.