浅论媒体品牌栏目的创建、维护与延伸/Brand Promotion, Brand Extension and Brand Maintainance of Med
Comparing with brand concept in other field, it’s easy for people to find out that the long-protected media industry is comparatively weak on brand awareness. The building or other hardware of domestic media is not inferior compared with foreign counterparts, and maybe even better, but the product influence is left far behind by foreign media. Generally, we are at the stage of “autarky”, our brand marketing concept is lagged far behind. With China’s entry into WTO and represented by Rupert Murdoch's News Group, foreign medias have come in bulk and compete in Chinese market, a “eye-ball catching war” will getting increasingly fierce. How do we arm ourselves? What do we provide for our audience? It’s really time to retrospect.
The main idea of this thesis is to elaborate the importance, necessity and imminency of carry out brand strategy through analysis on successful and failing examples of foreign media setting up a media brand and try to find out the general rule and special path of media brand building. Recently, Shanghai Publicity Ministry released Several Notions on Carrying Out Media Brand Strategy and ask Shanghai media to “enhance strength and cultivate more media brand with correct guidance, clear position, special characteristics, great importance and strong competitive ability”. The Notions has raised the push of media brand building at the level of improve city culture competitive ability, This pioneering measure definitely has very positive influence on optimizing media eco-system and promoting media brand building and improve media influence. The author also tried to do some fundamental research and raise some constructive suggestion for Shanghai Media brand building, if there is any inappropriate, welcome discussion.