Research On Brand Strategy Of Guiyang Daily Media Group

Entering a new era,with the progress of science and technology and the globalization application of the Internet,the information needs of the audience have changed fundamentally.Under the influence of the reconstruction of China’s media communication channels,profound changes have taken place in the industrial field.The media group that develops with newspaper as main industry is facing severe market challenge.In recent years,media groups has gone from "media management" to "media management".Despite decades of market management,and the traditional brand advantage,but the brand management is still in primary stage,do a good job in brand construction has increasingly become the important content of enterprise management.In order to fully effective play to brand advantage,make up an important disadvantage in market competition,enhance the capacity of competition in emerging markets,because with the set brand as an important strategy in the long-term development of the enterprise,become a problem urgently to be solved in the present.Based on the evolution of media enterprise’s value chain analysis on the development of brand and its stage characteristics,using PEST analysis model of the macro environment,enterprise development SWOT analysis model to study brand facing the market competition environment,integrated brand development present situation and the goal to build brand strategic framework plan,put forward the brand strategy implementation and safeguard measures.The challenge of the Internet technology driven media industry innovation,the implementation of brand strategy for media enterprises promotes the optimization of resource integration,quality,and the efficiency of management,comprehensive competition strength to ascend,for the development of long-term savings.