| With the rapid development of China’s economy and the increasingly mature capital market,the rapid development of financial media has become a force that cannot be ignored in the media team.The emergence of China Business News,21 st Century Business Herald,China Business News and other newspapers marked the maturity of financial paper media from its inception.Radio and TELEVISION financial media,such as "CGN finance" and "CCTV Finance",represent the stable position of financial electronic media;In the era of new media,financial and economic new media platforms,including portals,mobile apps and other media forms,represent the broad development prospects of financial and economic new media.With the development model of media industrialization becoming more and more mature,the competition among media has changed from price competition at the beginning of development to brand competition now.Brand has become the intangible assets of media,and building a strong brand has gradually become the key to media transformation and upgrading and an invincible position in the market competition.With the booming development of financial media,it is required that their management should be constantly transformed and upgraded,so the media brand strategy becomes a very important topic."China Finance" and "CCTV Finance" are the two leading financial media in China.As professional media,they have a large audience,considerable authority and influence in the industry,and have made great achievements in media brand construction.Through the study of these two financial media,we can reveal the law of media brand construction and provide theoretical materials for the study of media brand strategy.This article from the financial press the theoretical support and practical basis of brand strategy,in order to "first finance and economics" and "CCTV financial media brand" as the research object,combing the two media of the respective development present situation,the development of both advantages and disadvantages,this paper compares and analyzes under the multi-disciplinary perspective,through the case study and comparative study,respectively from two aspects of brand content and brand image,Comparative analysis of the two financial media brand development strategies in the similarities and differences.On this basis,from the brand content and brand image of two aspects of comparative research.This paper makes an in-depth study of media brand strategy by using the positioning theory,enterprise identification system theory(CIS),three elements of marketing strategy theory(STP)and integrated marketing communication theory(IMC).On this basis,combing and summarizing the development of China’s financial media brand strategy several enlightenments: pay attention to PEST analysis of financial media industry;Comprehensive design of financial media brand strategy,including brand building,brand communication,brand extension and brand maintenance of specific strategies;Improve the relevant support in the implementation of the strategy,from the hard power and soft power for financial media brand strategy implementation to provide a comprehensive guarantee. |
