The Study Of New Media Brand Construction Of L Press Group

Great changes happened in the era of media industry, great-leap-forward development of network technology and communication technology has injected new vitality into the Chinese media industry. Vigorous development of new media made the China media industry splendor, including Network technology, mobile phone terminal and LED electronic screen. But the traditional paper media in this reform have been seriously squeezed, gradually fading. Therefore, the traditional media industry started to march into the new media industry, have embarked on the road of transformation.But in the process of transition, how to use the print media industry influence of the original brand and reputation of brand to make the new media industry be a independent brand, how to make the new media brand construction improve their brand awareness, how to do a good job in all aspects of the security work in the process of brand positioning, all of these problem in the transition period are primary consideration for every traditional media group.In this paper, I take the L press group’s media transformation practices as the study model, extending from brand positioning theory and brand theory, analyzing the present situation and problems of L newspaper group. And I pointed out that the competition of new media industry and the core competitiveness of any other local press group, and then for the brand positioning put forward a series of suggestions and solutions, pointed out the reasonable extension for new media brand positioning of L newspaper, take the target customer positioning, target principle and so on. I Put forward three measures to carry out the brand construction, including the cultural security, organizational security and system security.