"澎湃News" Brand Building Research

With the Internet flourishing and new media growing, great changes have taken place in China’s media environment. The development of new media has exerted a direct influence on traditional media. In order to get rid of the plight of the current, traditional newspapers are scrambling for the road of reform. In the society of commodity economy, the media is like other goods, it also should pay attention to the construction and management of the brand. Moreover, new media also exposed the problem of homogeneity in the age of big data, it is an effective means to create a brand which is prominent and personality to find a different competition way. Brand is the driving force to make media energetic.Based on The Paper as the study case, this paper studied it’s brand construction. The Paper gave the newspaper groups some idea and thought. Under the new media environment and breakthrough, the traditional media can try new practices to survive, such as creating a different brand with a new brand name, new orientation, new image and new content... This paper studied the brand creation background, brand positioning, brand packaging, brand promotion, and analyzes the core competitiveness of The Paper by using content analysis. By fully displaying The Paper how to open the market in a short time, how to maintain the brand image and what are the problems in the process of brand construction, this paper summarizes the problems and enlightenment of the brand construction of The Paper.This paper argues that, The Paper opened up a successful diversified competition strategy. It has attracted users with a clear brand positioning, the simple brand image design, aggressive branding and competitive core competencies differences. It’s experience is worth the other media learning. As the paper’s pathfinder, The Paper also has some problems, such as insufficient efforts to brand maintenance, lacking of Internet thinking, IT outsourcing business resulting in low efficiency and disunity brand image. In addition, The Paper failed to translate branding concerns heat into user stickiness, the brand influence weakened in later.