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The Strategy Analysis of Media Brand Management

Author: SuXinLi
Tutor: ZhangKun
School: Wuhan University
Course: Journalism
Keywords: Media Brand Content Strategy Competitive strategy
CLC: G206-F
Type: Master's thesis
Year: 2005
Downloads: 633
Quote: 2
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Abstract

The \Brand introduced the concept of the media field, is to do a good job in the planned creation of the program at the same time, through a series of packaging and promotion means, establish a strong brand, to achieve the purpose of enhancing the competitiveness. In the fierce competition in the media market, the brand actually represents a set of core values ??conveyed in the media communicate with the audience, is a solemn commitment made by the media to the audience. Media in industrial properties, we can learn from the achievements of Western journalism and communication theory, combined with the development of actual news spread of a new period of reform and opening up in China and come to a correct understanding. In the new competitive market conditions, the media brand management is particularly important. Media brand is not the same as the general business brand has its own unique significance, can help the audience choose a boutique media and part to encourage managers to innovation to improve brand media, advertising investment to attract industrial and commercial enterprises, in addition, the brand also represents some culture. Media organizations around the world are racing to build their own brand-name programs to fight this \We analyzed several well-known domestic and foreign media organizations (Discovery, CNN, Phoenix Satellite TV and Sports Weekly) brand building practice basis, and summarize the lessons, to offer a few suggestions to the Chinese media brand building. Media brand building should not only focus on their own boutique program or part of the building, but also pay attention to adjust according to the needs of the market competitive strategy, media brand management should start from both internal and external aspects of coordinated development. From the practical experience of some mature media at home and abroad, the Chinese media brand to build and maintain a strong media brand, we must be innovative in content strategy and competitive strategy. Conventionalism and imitation is impossible to create a real brand, promoting the spirit of innovation is the essence of the brand maintenance. The strategy should strive to achieve the following two points: 1, a good idea, and to do a detailed market survey: 2, summarizes part of the growth of the law, and in accordance with its maintenance media brand. Operation of competitive strategy: 1, colnmns create process should pay attention to the introduction of integrated marketing communication concept (IMC); unified assessment, unified management and unified planning; the key breakthroughs colnmns, clear-headed, do not bite off more than one perfectionist .

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