A Study On The Brand Building Of Yangcheng Evening News Under The Background Of Media Convergence

Newspaper,an important carrier of journalism and communication in the traditional media system,is crucial for people to get information.With the development of media technology,the public gradually grasp the initiative of information and transform themselves from simple information receivers to consumers even producers through new media platforms.While the change providing unprecedented opportunity in the media market,it also raises a huge challenge to the traditional media,which makes many newspaper offices hard to sustain,how to give full play to potential and advantages,achieve transformation and brand upgrading,has become an important issue for traditional media.Yangcheng Evening News is the first large-scale evening news since the establishment of China,which has become a brand of Lingnan culture.Based on CBBE brand value model which contains brand identity,brand connotation,brand response and brand relationship four procedures,the study takes Yangcheng Evening News as research object to discuss and analyze the brand building under the background of media convergence,verify effectiveness and summary problems on the basis of survey data.Finally,based on actual investigation data,this article provides an analysis and feedback on the issues concerning the brand connotation and brand response of the "Yangcheng Evening News." It also offers thoughts and suggestions for the future development of the media brand from three perspectives: enhancing integrated innovation and shaping brand distinctiveness,exploring user value and establishing brand ecology,and ensuring stable talent support to guarantee brand sustainability.