Study On The Countermeasures Of Promoting The Brand Competitiveness Of China’s Private Media Enterprises

Since1994,our country’s private media enterprises has been appeared. They are developing with Opportunities and challenges. Not only embodies the changing of the media control policies, but also demonstrates the inevitable requirement of the media industry and market. In a way, the history of the development of the private media reflects the change history of the media industry.Now, Private media enterprises has become more and more important that should not be overlooked.In Marketing3.0era, Brand has become an invaluable asset that could help the enterprises win in the market. Enhance the competitiveness of the brand has become an important means for enterprises to enhance their competitiveness.In this paper, I mainly research the leader in the private media enterprises-Enlight Media.On the basis of brand competitiveness theory.I analysis the brand competitiveness elements of the private media company through case analysis.Build a two-dimensional analysis model which based on media industry factors,company internal factors and brand identity. Based on the above analysis,we could find the problems private media brands. Such as,the policies of government lack of continuity and stability,lack of independent broadcast channels,.high quality of personnel, but highly resignation,similar program content and brand positioning is not clear and so on.For these problems,we can take some tactics.First, optimizing the policy environment of the e private media brands,building strategic alliances and integrating the enterprise resources.Second, constructing a shared system, culturing media talent, creating excellent corporate culture and building a good program.Third, establishing a clear brand positioning and creating a good brand image and so on.