Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Journalism,journalism > Various types of newspapers > Professional newspaper

Our financial newspaper brand management strategy study

Author LinLin
Tutor ZhaoZhenYu
School Huazhong University of Science and Technology
Course Journalism
Keywords Financial newspaper Brand management Tactics
CLC G216.3-F
Type Master's thesis
Year 2011
Downloads 103
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As China's mass media escalating competition , the media industry and gradually entered the era of brand competition , the newspaper brand management by more and more attention. In the media industry , market trends , the financial newspaper 's rapid rise and rapid development has become the focus of the media on the market , especially the \large mainstream financial newspaper brand management in the outstanding performance was remarkable. This will be three major financial newspapers as research object, summed up China's financial newspaper branding business management. This paper consists of four parts: the first part of the introduction. Main topics of this paper describes the basis and significance, results of previous studies on combing clearly stated object of this paper , research ideas and research methods. The second part , China's financial newspaper brand management background and significance . From the definition of brand goods and newspapers start parsing the value of the brand of the newspaper business , then contact our financial newspaper the social background , analysis of financial newspaper brand management advantage. The third part , China's financial newspaper specific brand management strategy , including brand strategy and brand marketing strategy to build two parts . Brand building strategy section focuses on three major financial newspapers in the audience targeting , ideas locate, identify planning , content, positioning, targeting five aspects of common experience , based on practice to start on. Brand Marketing Strategy section focuses on three major financial newspaper in distribution channels , branding, sub- brand extension , digital construction , brand public relations activities in five areas of several strategies . The fourth part , conclusions. This article summarizes the main points and conclusions , and noted that insufficient research and possible future research directions.

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