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Huaxi Dushi Bao brand strategy research

Author: XiangJin
Tutor: ChenYi
School: Southwestern University of Finance and Economics
Course: Business Administration
Keywords: Metropolis daily Brand marketing strategy Core competitiveness
CLC: G219.2-F
Type: Master's thesis
Year: 2008
Downloads: 83
Quote: 0
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Abstract


After the up and down of the media, it has been recognized by every medium that brand is core competitiveness of media. But how to build a influencing and special brand, how to realize the concordant connection of public opinion orientation and market development, how to develop and use the channel of media brand, how to use the power of brand to large itself influence, many metropolis dailies have still practiced and explored the route for themselves. In the background of Chinese metropolis daily development, I researched the first metropolis daily——West China Metropolis Daily’s brand marketing and development strategy and explored how to use present resource to grow in strength. From the view of management and in the composite frame of cross discipline subject such as economics, communications and sociology, this thesis discussed the management innovation on how to create and fresh brand marketing of the Chinese media under the background of the market orientation. In detail, thesis is constructed by the five followings: 1. competitive situation of Sichuan press; 2. growing course and actuality of West China Metropolis Daily; 3. competition analysis of West China Metropolis Daily; 4.as brand of core of marketing strategy analysis of West China Metropolis Daily; 5.exploreing of marketing strategy of West China Metropolis Daily. Adopting various research methods including PEST analysis, SWOT analysis, data list and case study, based on full consideration of special characteristics of Chinese media, using Confrontation Matrix evaluation models.I re-defined the new concept of core competitiveness of media, and worked out the strategy analyses including marketing strategy analysis, product strategy analysis, progress strategy analysis and brand strategy analysis. I drew out a new conclusion what is brand as core competitiveness of marketing structure of West China Metropolis daily. From the part combing theory and practice, I bestowed more powerful theoretical explanations to research of core competitiveness of China’s media, met the necessity of management practice of China’s media, and provided guidance and significance to fill in the black hole of management of China’s media in its high-speed development period.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Journalism,journalism > Countries in the world journalism > China
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