The Guangzhou Daily Research Of The Integrated Brand Communicationunder The Background Of Media Convergence

The media has brought unknown challenge for newspaper media brand communication of Chinese, also brought an important opportunity. Media convergence, according to the characteristics of different media cooperation and interactive media and audience, tremendous changes have taken place to the newspaper brand communication from the content to the form, which is the research background of this paper.In this paper, reviewing the concept of media convergence, media brand, brand communication,focuses on integration of newspaper brand in the media.First, from the background of media digital transition of traditional media fusion,Tight from the brand development stage of "Guangzhou daily", followed by the brand communication model of 5W as the starting point for the analysis of the elements in the mode of transmission of media convergence."Guangzhou daily" on the impact of media convergence, the four basic elements is mainly manifested in the brand communication, brand information dissemination channels on the audience.Specifically manifested in the media under the background of the integration of "Guangzhou daily" newspaper brand communication brand communication in the main industry attributes and the changing role of newspaper brand communication, the difference between the content of transition, the newspaper brand communication channel, multi platform penetration of newspaper brand communication audience control and the change of four major changes.In view of the present situation, the change of environment and the spread of the brand communication strategy, the implementation of "Guangzhou daily" should abide by four basic orientation, namely the positioning strategy, content strategy, channel building strategy and audience communication strategy. Hope that the results of this study for our country Chinese media brand integrated communication development will have a certain significance.