《SOUTHERN WEEKLY》MAKE IT :GAIN IN BOTH FAME AND FORTUNE
——THE WAY TO SUCCESS: THE STUDY OF BRAND MARKETING、DISTRIBUTION STRATEGY AND ADVERTISIN
ABSTRACT: 21th century has the most open international economy than ever. The Chinese Newspaper Market is inevitable encountering the competitive pressure from the abroad. At the same time, as the rapid development of digital multimedia,especially the internet which intensify the competition. According to the experience of the abroad press, building the strong brand is the key to the winning,the more important is to adjustment the business strategy as to the development of the times, and constant innovation.<southern weekly>for 26 years, created social and economic double benefit. Gain the very high reputation and establish the first-rate model. the course of 29 years since it founded, is Chinese Newspaper Market adjustment the development theory and the business strategy.<southern weekly>is the miniature of success.
Successful business management of one Newsprint include brand marketing、distribution and advertising .The key to success of business strategy of <southern weekly>is to seize the gap of the market ,and establish the unique style. With the branding ,expand the influence of the <southern weekly>;Sensitive distribution channels ;interactive advertising ;By analyzing the branding 、distribution and advertising of <southern weekly>,I try to summarize the theories which can be referenced.
Key words:《southern weekly》;branding; distribution ;advertising