The Party Newspaper Brand Building Research

As an important form of Party's journalism and one of the main channel to transferparty and people's voice, party newspaper have been shouldering the importantresponsibility of transfer party 's voice,reflect the people's will and guide the socialpublic opinion. In the fierce competition pattern of the city newspapers severechallenges and rise of the network media,as a traditional strong media, party newspapermust conform to The Times change and development trend to build brand withLong-term strategic vision if it wants to continue to play a leading role.Not just about the development of itself, party newspaper 's brand constructionplays a very important role in strengthening the core competitive power, Public opinionleading force and influence. How to study the brand construction situation of partynewspaper in the new period, has the important practical significance.This article takes Guangming Daily as the example, makes the study of the brandconstruction situation of party newspaper. The article is divided into four chapters. Thefirst chapter analysis of the necessity of the brand construction of party newspaper,including China's newspaper competition situation and party newspaper for the brandconstruction paper and superiority analysis, also is the full text discusses foundation.Chapter2and3All-round discusses the guangming daily of the brand constructionactivities from the newspaper positioning, newspaper image, news products, activityplanning and promotion issue etcs, is the full text of the key parts. The fourth chaptersummarizes The Whole Article and enlightens, then makes some suggestions for thebrand construction of party newspaper.