The Brand Extension Strategy Of English Weekly Under The Background Of Media Convergence

"Internet plus" triggered the revolutionary transformation of the media industry.Traditional media which is facing the new competition situation under the background of media convergence actively explores the way to transformation.As an important strategy,brand extension strategy is used to develop the core competitiveness and obtain the competitive advantage,aims at taking advantage of the market dominant position of the existing brand,and extends it on other products or services which entering the new market in order to strengthen the consumer brand experience,improve the brand's market share,gain new competitive advantage and even sustainable competitive advantage.This article introduces the brand extension theory into the field of teaching-guidance media,through the case analysis,literature research,survey research,model analysis and comparative research methods,studies the importance,necessity and feasibility of implementing the brand extension strategy for English Weekly under the background of media convergence,and puts forward the overall strategic thinking and specific implementation strategy.This article is an extended research of introducing the brand extension strategy in the field of teaching-guidance media,emphasizes the important role of brand as a competitive advantage resource,and provides a new method for analysis of strategic transformation for traditional media companies,from the view of the brand assets evaluation and influencing factors analysis,implementation of strategy analysis.The main research contents and conclusions are as follows:(1)discussing the brand extension strategy and related theory of media convergence,and the "Internet plus",consumer experience,brand influence are three aspects of similarities;(2)comprehensively analyzing English Weekly's brand assets and current media convergence strategy,dividing two angles to establish the important strategic position of brand resources under the background of media convergence;(3)concrete analyzing the main effects which media convergence influences the brand extension decision of English Weekly,demonstrating the relationship and interaction between "Internet plus" and the brand extension;(4)putting forward three principle questions while implement the brand strategy,and respectively to two direction,clears the specific implementation of the same-industry brand extension,both with cross-industry brand extension;(5)construction of dynamic capabilities,and risk aversion to the brand extension,are two keys to ensure the smooth implementation of brand extension strategy,also to ensure the enterprise to obtain sustainable competitive advantage.