The Impact Of BBS On The Newspaper Brand Building And Countermeasures

Newspaper jointed with new media, which rises interactive strategy of newspaper and internet is being carried out in full swing. In the exploration of newspaper and network's interaction, the value of newspaper' s BBS which upgrades the competitiveness of newspapers is being clear. In the end , how the BBS upgrades the competitiveness of newspapers has become an reality development issues witch are urgently needed to address now. The important role of the BBS to upgrade the newspaper's competitiveness is mainly reflected in its effective promotion of the building of an effective. The article will study how the BBS impacts newspaper's building of brand image by quantitative and qualitative analysis of the BBS of "Qianjiang evening newspaper" and "City Express". Something should be pointed out is that the newspaper in this article is mainly refers city newspaper. The participants of BBS are the active participants of media, rather than passive recipients, therefore, in this article, the participants are called the BBS users."USA Today" senior reporter Kevin Maney, in his book "The big media tide," predicted that the 21st century will be a media brand fierce battlefield, whether it is similar media brand competition, or new media brand of traditional media resources for the brand, the media market will be even more calm. This has become increasingly obvious in the new media era witch has been calm.Along with the rapid decline of national newspapers, regional newspapers quickly formed a new pattern witch dominated in its regional. Most of the successful media have experienced a process witch was from a "primitive accumulation" to "cost recovery gradually profitability" , and "brand management" stage. Once the advertising and circulation were increased and stabilized, the core competition of the newspaper was on the transfer to brand maintenance, management, value-added, expansion and brand innovation. And the upgrading of the newspaper brand is depended on that if the newspaper brand could achieve the greatest innovation within the allowed time and space of the market. In the transitional period of the media, if the newspapers could better strengthen their own brands and use their own brand's advantage greater value, will be the core of the media competition in the next time.Currently the try of the newspapers and networks has been let newspapers excited. Whether awareness, or in the actual act, the newspaper pays much attention to the brand-building, and also marries with networks in varying degrees. At the same time, the newspaper expands the interactive platform with internet users. It can be said that the more attention of the BBS building is a big step forward of the newspaper brand building.Through analysis of the impact witch the BBS has been affected on the brand building of "city Express" and "Qianjiang evening newspaper", discussing the positive and negative effects of BBS in the newspaper's brand building. On this basis, we will propose some countermeasures to maximum promote the newspaper's brand building by BBS, in order to promote the effectiveness of the BBS in the newspaper brand building and in-depth development of the newspaper and network. Thus the newspaper could achieve goals of enhancing its competition of brand and the core value in the new media era, and find new platform and the development of new space witch could be a breakthrough for the newspaper.