Research On Brand Strategy In Hunan Daily Newspaper Group

In the today of rapid increase level of cultural consumption,the information and culture needs of the people is growing,and the value of the media tends to be diversified,the media is not only the platform of information transmission and culture communication and it has become the link between social organization and interpersonal relationship,to penetrate every aspect of people’s lives.At present,China’s media structure is undergoing profound changes,the rapid rise of the new media to dilute the audience’s attention to the traditional newspaper.In the face of the impact of new media and new technology and the change of social economic structure,the competition of newspaper group has entered an era of brand competition.Brand strategy has become an important content of the competitiveness of the newspaper group,as an important means to win the competition.The Hunan newspaper group as the research object,using the relevant theories of Journalism and media brand strategy management,marketing,internal and external environment of the newspaper group conducted a comprehensive analysis,mainly from the macro environment,the newspaper group industry competition,internal resources and capabilities,brand management status and problems were analyzed,described and analyzed the development of the status quo and the brand of the newspaper group.In addition,on the basis of the analysis of the strategic environment and the necessity of the brand,the paper focuses on the two aspects of the brand positioning and positioning.Then,from the five aspects of brand building,brand communication,brand extension,brand maintenance,specifically discusses the implementation strategy of Hunan newspaper group brand strategy.This paper provides a reference for the further development of the brand strategy of Hunan newspaper group in the specific practice,and it plays a reference role for the effective implementation of the brand building of the other same level newspaper group.Thus it is conducive to the traditional media in the fierce competitive environment,to better grasp the opportunities and meet the challenges,to form their own unique brand.