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A Study on the Brand Operation of News Media

Author: XuChunXia
Tutor: ZhangRu
School: Central University for Nationalities
Course: Journalism
Keywords: media industry media brand brand operation
CLC: G210-F
Type: Master's thesis
Year: 2008
Downloads: 182
Quote: 1
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Abstract


The media industry has entered the brand competition time. Under the circumstance of more and more media and increasingly competition in the media,only brand is key factors which can keep media from products homogenization and win in competition. However,because of a short time of the media brand, many media leaders have a weak brand awareness,a lack of brand experence and the theoretical results is not very rich. This paper introduced the theory of corporation brand into media industry, on the basis of case studies,according to the characteristics of media and many brands practical activities, summarizing basic rules and operating processes of media brand operation,and produce strategies according to the circumstance.Compared with the commercial brand, media brand has its own special meaning which emphasis more on social benefits than economic benefits. Media brand building is a long-time process which require brand strategy,brand institutions and brand management system.The creation of brands need to establish a brand recognition system.Basing on this,the brand should be branded by advertising, public relations,activities and other related form. When brand become maturity,it can extend basing on the mother brand in order to utilize the advantages of brand resources.The established brands need to protect either,especially protect brand equity by legal means.The long-term development of brand need innovation. Under the circumstance of rapid internet economic development and China’s entry into the WTO,the Chinese media’s internationlization is an inevitable trend.The text is devided into three parts. The first part is also the chapter one, introducing the definition of brand,the characteristics of media brand, the questions which media brand operation faced and the significance; The second part including chapter two,three and four ,is the process of brand operation and including the creation,expansion and maintance of the brand; The third part is the last chapter, elaborating the internationlization of Chinese media brand under the current circumstance..This paper used a literature analysis,case studies and field surveys of law,and other related research methods.

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