The Study About The Brand Activities Of Typical Financial Weekly

With the media market maturing and the new media rapidly spreading, the marketing strategy centered with the newspaper that is a representative of traditional media has generally weakened. Considering that various means of issuance and advertising have difficulties in making a breakthrough, transforming the profit pattern of newspaper turn out to be urgent. Within such a context, marketing strategy has been the significant means of developing newspaper business. As professor Yu Guoming mentions: "currently the media has stepped into the process of selling activities instead of news and advertisements ".Nowadays, the different kinds of newspapers show their homogenization and losses in terms of making profits whereas the financial and economical newspaper gradually remains the increasing trend by approaches of merit marketing strategies. In recent years, the newspaper on finance and economics has been actively processed different activities receiving positive feedbacks, in which case, the Huaxia Times, Economic Observer and China Business News will be chosen as the sample in this article. Through analyzing these 3 newspapers, I will illustrate the current situations of brand activities of financial and economical newspapers. Combining the cases and capital theory given by Pierre Bourdieu, I would discuss the important influences brought by brand activities on transforming newspaper capital, exploring the relationships between such activities and changing profit pattern of the newspaper.This paper can be divided into two major sections:introduction and the main body. The introduction firstly involves in demonstrating the realistic and theoretical meaning of this research. In addition, the literature review is the second part where my key terms’ definitions are covered, by which normalizes this article and constructs my research scales. Furthermore, I categorize as well as summarizing the previous study on related topic, the research methods and creativeness will be presented in the third parts of introduction.There are five chapters in the main body of this article. In the first chapter I will move to interpret the developing situation as well as difficulties of typical financial and economical newspapers in China. In order to reveal the common types and features of financial and economical newspapers, data about brand’activities are collected from 3 samples mentioned above, which would be covered in the second part. The third part depends on Pierre Bourdieu’capital theory, exploring how do the brand activities contribute to the transformation of social capital, cultural capital and economical capital. The fourth chapter not only interprets the situation that the traditional profit patterns of media are getting worse, but also analyzing the way in which newspaper benefit from brand activities, arguing that brand activities would grow to be one of t new profit patterns. On the basis of the four chapters, the conclusion and recommendation from the perspective of developing financial and economical newspapers will be drawn in the last part.