Research On The Brand Strategy Of Guangxi Daily Media Group

The rapid development of the Internet has given birth to new models and technologies in the field of media,as well as a rich,diverse and integrated new media ecological environment.Such an environment poses a threat to the traditional newspaper industry,and the loss of readers is becoming more and more serious.The news market has not allowed the traditional newspaper industry to dominate the market by the way of newspaper,but forced the traditional newspaper industry to adapt to the new environment and change the previous mode of communication.At this time,brands with strong popularity and trust become the breakthrough point to deal with the loss of readers.Some newspaper groups take the lead in implementing the brand strategy and keep innovating in technology and media methods to achieve the competitive advantage of exploiting the market and occupying the market.This paper studies the brand strategy of Guangxi Daily Media Group and unlocks the successful password of the brand strategy,which is helpful to realize the goal of guangxi Daily Media Group to become bigger and stronger and the dominant brand in the newspaper industry.At the same time,it is of great significance to enlighten the level of Chinese newspaper groups and promote the sustainable development of the newspaper market.This paper adopts the research idea of "theoretical analysis--problem analysis--environmental analysis--brand strategy and safeguard measures" to discuss.First of all,new media,the newspaper industry brand,brand strategy for combing the theoretical knowledge related to,and then analyze the present situation of guangxi daily media group brand advantage of newspaper media "leader" in the field of the southern newspaper media group,the success of the brand strategy,and then combining with guangxi daily media group of external and internal environment factors were analyzed,and the detailed breakdown of the group is facing opportunities and threats,as well as their own advantages and disadvantages,it is concluded that guangxi daily media group brand strategy,to build a strong brand,the key to recycle their own resources and core competence cultivating the high quality brand,So that the group in the industry segment market competition has more advantages.