Research On Brand Development Strategy Of Erdos Daily

The new media, such as network, electronic newspapers, etc. has emerged gradually due to the rapid development of economy and culture. Its emergence has turned the original newspaper, radio, and television into the traditional media. Although traditional media has its irreplaceable advantages such as its thoughtfulness, authority and credibility, it is now confronted with fierce competition since the new media suits the communication needs much better as it can be more individualized and fragmentized, thus more popular with younger audiences.The brand of a newspaper is the core manifestation of a paper’s competitiveness and an important factor for it to remain standing and sustainable in the fierce competition. Therefore, how to carry out brand marketing of the traditional newspaper under new media environment is a topic deserving intensive research efforts.In this paper, we studied the brand marketing strategy of Ordos Daily under new media environment based on the theory of brand marketing strategy by literature collection, PEST, and porter competitive model analysis method. First of all, we analyzed both the internal and the external environment of the brand marketing of Ordos Daily according to the internal conditions, macro environment, and the consumers. The analysis demonstrated that we have not only the opportunities but also the challenges when we build the brand of Ordos Daily. Then, we studied both the advantages and the disadvantages of Ordos Daily by comparing it with its competitors, which include other newspaper, the metropolis daily that are the potential competitors, and the new media. The illustration includes a detailed analysis of all the factors that contribute to the development of the paper, financially, geographically, and ethnically. We also evaluated the potential of its market share, profitability, popularity and reputation. The results showed that Ordos Daily is a competitive brand because there are a lot of advantages in the administrative resources, style characteristic and the supporting of public for it. Finally, we discussed how to carry out brand marketing of Ordos Daily, how to promote its brand and how to expand its brand advantage based on the above analysis results and its internal and external resources conditions. Furthermore, we proposed the brand marketing strategy in detail for the brand development of Ordos Daily.This paper offered some suggestions that can guide the brand marketing of Ordos Daily, and these suggestions can, in principle, be extended to offer reference value for the brand marketing of other local party newspaper. In addition, our results contribute to the brand marketing of the traditional newspaper under new media environment.