The Brand Construction Of Our Country’s Current Politics News Periodicals

Today’s media market is experiencing an unprecedented change, digital wave to inexorable trend that the traditional media is facing enormous challenges and impact, both old and new media between the increasingly fierce competition, how to in such a situation, strive for the largest market share, for the audience’s attention has become the focus of media attention. So in the face of rapidly changing media environment, traditional media began to establish the brand concept, with a fresh perspective to go the way of brand development, in order to stand out in the competition, the journals have also comply with the trend, began to attach importance to the construction of the brand.Based on people’s weekly as an example, this paper comprehensive systematic analysis of its brand construction experience and growing process. The People’s Daily, the people weekly, formerly known as "the abstract", through the competent People’s Daily, the People’s Daily press, and formal publication and issuance has more than 10 years ago. In the face of the new media strong attack, mainly by abstract journal impact is more big, under the media environment and market changes, people’s weekly find a breakthrough for the development of their own development, adapt to era characteristics and characteristics of new media in a series of integrated reform, to construct its own brand, reflects the profound adjustment stage of periodical industry on the road of integration of new options. The full text is divided into five parts. The first chapter is the introduction, first introduced in this paper, the research background, research significance, research ideas and research institute of applied to the theory and method of the key combed the related research status at home and abroad at present stage; The second chapter to the brand, brand construction, politics news journal as defined in our country, and the current situation of the development of politics news journal of brand construction of our country made a summarization; The third chapter of the people’s weekly \"brand building process and developing are analyzed in focus. Brand positioning as the basis, combining with the brand, advertising, marketing, journalism and communication theory, from the brand environment, create high quality content, beautiful image, expounds several aspects in integrated marketing communications system, summarizes its characteristics in brand building in developing and has been achieved. Finally comprehensive research and analysis above, the author summarizes the current politics news journal problems which need to pay attention to brand construction, main journal pricing to be adjusted to be strengthening its spread, brand culture to value, and potential problems such as lack of innovation and extension, in the fourth chapter, the author has carried on the concrete analysis, and in the fifth chapter gives Suggestions, think of the future development direction is mainly reveal brand affinity, enhance the brand influence, enhance brand power, building brand core competitiveness.