Researching On New Media Brand Construction

The last decade,smart phones and all kinds of mobile intelligent terminal rapid development and gradually entered a mature period,the Internet has entered a new era of mobile Internet.Light mobile terminal allows people to leave the shackles of the desktop,to get rid of the time and place restrictions,according to the need to obtain information and release information.Technology revolution will inevitably bring about the upgrading and transformation of the format,we call it a "new media" media format debut and quickly set off a revolution in the media industry.One after another newspaper closed down,the traditional media is facing an unprecedented crisis,brutal reality forcing the traditional media must be reform and upgrading.Based on the current situation of the development of new media in China and the present situation of the development of new media in Shanghai,this paper takes the brand building of "The Paper" as the object of study in the mainstream media of modern political news in Shanghai,and concludes with the experience of traditional media work.Based on the results of the use of MBA courses to learn a variety of related knowledge and analysis tools,through qualitative and quantitative two main research methods,from the brand positioning,brand elements,brand communication and brand extension of four aspects of "The Paper" Of the brand building analysis,combined with the questionnaire survey data to verify the actual effect of brand building.And finally we hope to find a effective way of brand building which is both to obtain the reputation of the audience but also in the commercial interests of the achievements.For the future to join in the existing new media industry or the creation of new media brand outline blueprint,the formation of boost force.