媒体品牌维护及拓展战略/The maintainance and development strategy of media brand
The industrial operation of media in China consequentially results in the arousal of media brand consciousness and the actualization of brand strategy, which are the essential symbols for perfection and matureness of the Chinese media market. It is on the brand that one media differs from another. The carry out of brand strategy can not only bring the media great economic interests, but also is the key point for it to achieve an invincible footing in fierce competition. For the brand establishment is in the embryonic stage in China, theoretical research is comparatively laggard, and this makes the disequilibrium among different media. Although some media have realized the importance of brand establishment, they have no corresponding method to conduct brand maintenance and brand expanding. Some other media ignore brand operation and policies, and this leads to brand depreciation, and even has a strong impact on media subsistence.
This paper analyses the gains and losses of the two press groups in Shanghai, the Jiefang Daily Press Group and Wenhui-Xinmin United Press Group, in their brand operation and policies, and discuss the intercommunity and universality in their the operation and policies of brand maintenance and expanding between the two groups.
When discussing the problem of brand maintenance, the paper lays strong emphasis on the study of the management of core position value, the establishment of core competence, and the cultivation of core elites. When discussing the problem of brand expanding, the paper emphasis on the study of the strategy of brand expanding in organized operation time, including leading brands bring along brands community, expanding the core value of the brand to industry chains of media management, and expanding resource-centered value-added-service, etc.. The paper also cites many successful cases around the world for media in China to use for references.