Growth Of New Space: The Party Newspaper Group's Brand Integration Of Resources And Expansion Of Research

Under the environment of the reform of cultural structure, facing the triple pressure of intensified competition in main business, difficulty about establishing new business and poor profits in investment, how can the Newspaper Groups identify their dominant positions in market competition through system change? How can they achieve docking with the media capital markets with the transformation of the brand strategy? How can they be bigger and stronger through brand capital expansion? It is a new topic which is worth studying.In this paper, it will both use the method of empirical study and model study, and take Jiefang Daily Group as the main case study object in combination with other party newspaper groups to summarize and analyze how can they grasp the good opportunity to achieve. incremental growth in brand value and sustainable development with the strategy of brand resource integration and brand expansion.Firstly, this article starts from the problems of the Party Newspaper Groups' current situation and proposes that the solutions of the plight of the party newspaper groups are the integration of brand resources based on core brand values and core brand competencies and brand capital expansion in line with market rules.Then, the article analyses the growth room of the Party Newspaper Groups' brand value from the endogenous model and extension mode taking the JieFang Daily newspaper group and other newspaper group as example. In the endogenous model, the paper points out the development path of party newspaper groups' brand integration process with the model of the brand integration:firstly, rebuild a strong Group brand or "banner brand" through the brand refresh to format the brand integration tension; secondly, define the relationship between brand and other brands to form a coordinated combat team; the third step, integrate brand resources to achieve brand competitiveness; fourthly, develop and maintain brand value.In the exogenous models, on the one hand, the article will analyze the dialectical relationship between brand expansion and brand competitiveness based on the theory of dynamic model of brand expansion to build the party newspaper groups'dynamic model of brand expansion under the guidance of the principle of "the most optimal balance of brand expansion and Competitiveness ". On the other hand, the article from four perspectives explain the rational strategies of Party Newspaper Groups'brand expansion, such as three ways of Party Newspaper Group to expand their brand values (horizontal expansion, vertical expansion, diagonal expansion) and three brand expansion mode (right focus mode, the right graft model, the capital market model). At last, the article will analysis principles and strategies for brand expansion of Party Newspaper Group to obtain the value grow room.At the same time, it points out viable growth space for JieFang Daily newspaper group. Finally, the article puts forward general laws of the market for the Group to achieve bigger and stronger in the context of cultural reform.