A Study Of China's Mainstream Media Brand Communication Strategy

With the advent of the era of digital media,users' attention turns into scarce resource in nowadays media communication.Content is not the only factor that affects the mass communication.More importantly,it's related to how users choose a media source to receive information.That's how media brand matters.To optimize communication strategy and generate high credibility media brand become issue cannot be neglected.This thesis will take China's typical mainstream media——People's Daily official micro-blog as an example,to analyze its micro-blog communication and promotion strategy,mainly from the media environment,media positioning and dissemination of content three aspects.Taking case study,content analysis and literature research as the main research methods.Meanwhile,introducing Corporate Identity System(CIS),to figure out its successful experience of communication strategies and challenges it's facing under the changeable media environment of content homogeneity.Putting forward countermeasures as well for other mainstream media to consolidate their media brand establishment.