Xiaoxiang morning herald's Brand Strategy

Since its establishment, xiaoxiang morning herald has continuously improved its brand appeal according to the changes of market environment, the requirements of competitive pattern and its own development. 200 1 slogan: Did you have breakfast? Have you read the morning paper?

200 1, at the beginning of the morning paper, the famous comedian soldier was invited as the image spokesperson, and "Did you have breakfast? Did you read the morning paper? " It is considered as a first-class advertising language, with a fresh urban atmosphere and a dynamic sense of the times.

Slogan for 2002: xiaoxiang morning herald as soon as possible.

In 2002, the morning paper began to spread wildly. In terms of distribution, it began to advance in depth. Ensure high-density coverage, the earliest listing, the earliest delivery to households, and on this basis, put forward the slogan "xiaoxiang morning herald is earlier and better". At that time, the circulation ranked first among similar media in Hunan.

Advertising slogan in 2003: influence is everywhere, and authority is only in people's hearts.

In 2003, the decision-making layer of Morning News put forward the concept of "new authoritative media", pointing out that "readers are the only criterion to test authority". Under the reader standard, no matter where the media comes from, whether it is the party newspaper or the market newspaper, as long as it occupies the widest readership and the highest quality readership, it has the widest influence, that is, the local authoritative media. The vigorous "new authoritative media" movement began, and the slogan "influence is everywhere, and authority is only in people's hearts" also went deep into the streets.

Advertising language in 2004: influencing influential people

From 2005 to now, the slogan: Influence Hunan

Xiaoxiang morning herald's brand connotation is constantly enriched. Today's morning paper, as the undisputed first paper media in Hunan. News is the vitality of the morning newspaper. Xiaoxiang morning herald, as the mainstream media, has been persistently pursuing to profoundly influence the regions and people it serves with its own reports, thinking, aesthetics, values and life, thus promoting social progress. At the same time, the innovative spirit of being the first in Huxiang culture, which has been passed down for thousands of years, has been prominently reflected in xiaoxiang morning herald.

Xiaoxiang morning herald is in the forefront of the newspaper market in China, both in news editing and management. In the year when xiaoxiang morning herald was founded, it won the praise of "Jinghua (Times) and Nanxiaoxiang (Morning News)" for its extraordinary performance in "Rapids". Since then, it has successively won a series of honorary titles, such as "National Advanced Local Newspaper Management Unit", "Top Media Influenced by Baidu China Urban Media", "China's Most Brand Communication Media", "China's Top Ten Innovative Metropolis Daily", "China's Top Ten Most Growing Innovative Media" and "China Evening News Metropolis Daily's Top 30". In terms of talents, xiaoxiang morning herald Society put forward two dimensions of newspaper talents training: one is professional media people, and the other is professional media vendors.

Professional media people include: journalists, editors and chief editors;

Professional media providers include: distribution, advertising, administrative personnel and general manager.

In many media, these two kinds of people are seriously crossed, and cadres can be transferred if they want. The newspaper requires all employees to develop according to the requirements of professionalism, and must design their careers according to the requirements of professionalism. In practical work, the division of labor is also in strict accordance with professional standards, otherwise the profession is empty talk.

In terms of brand building, before the publication of xiaoxiang morning herald Press, this soon-to-be-born newspaper had been operated as a brand through recruitment and various advertisements. As a result, before the newspaper was published, the newspaper used advertisements to offset the necessary equipment for running the newspaper, such as cars, computers and air conditioners, totaling120,000 yuan. The brands of these equipments are first-class brands at home and abroad, such as IBM, Haier, Hisense and Founder. Such a brand, even some mature newspapers, can't be retired. In the three months after the newspaper was founded, the newspaper did not go out to advertise, because the circulation at that time was not as good as other media. Even if the advertiser thinks out of human feelings or doesn't understand, once the customer has voted, he will know that the effect is not satisfactory and may not look back for several years at a time. Therefore, xiaoxiang morning herald did not advertise at first, and then went all out when its circulation exceeded that of other media and the advertising effect was guaranteed. Thirdly, the density control of xiaoxiang morning herald distribution area and the dynamic balance between newspaper distribution cost and advertising revenue are all carried out in accordance with economic laws and operating principles.

As for management, the management of xiaoxiang morning herald Society is professional. In the construction of management system, it not only follows the routine of media management, but also draws lessons from many management experiences such as hotel management, industry management and capital management. Such as strict management budget and final accounts system, full cost dynamic control, distribution logistics control system, advertising discount mutual control system, human resource cost total control system, financial centralized settlement and procedure system, etc. Just give a few simple examples to illustrate: for example, the internal paper of a newspaper must be used on both sides, leaving no margins; For example, no one has the right to independently approve newspaper advertising discounts. Any discount outside the advertising column must be reported by the handling salesman to the director, who will report to the director of the advertising department, who will report to the deputy general manager and report to the director in charge for approval. Without the approval of the president, no one has the right to discount. The president can only approve the discount application submitted by his subordinates according to the procedure, but not anyone alone, and then ask the following personnel to implement it. This ensures the firmness of the price system and puts an end to violations.

In business management, most of them are non-journalism majors, who study business management or have experience in this field. Newspapers do not allow journalists to pull advertisements, do not allow distribution, and do not allow managers to engage in news. While trying to establish a professional news team, the newspaper tried to establish a professional management team. Because the competition faced by newspapers will be not only domestic media, but also foreign media groups, which have great advantages in specialization and management modernization.

In terms of advertising management, xiaoxiang morning herald has been implementing the system of "industry division and intensive cultivation", dividing all advertisements into 20 sub-industries, and appointing special personnel to take charge of the corresponding industries, and merging industries with similar characteristics into business divisions, with a director in charge. This ensures that business representatives can go deep into the industry and become experts in the industry, thus establishing the authoritative position of morning newspaper advertisements.

By the end of 2005, xiaoxiang morning herald had achieved the market leading position in 19 industries except the government announcement, especially in the pillar industries of newspaper advertisements-real estate, medical care, motor vehicles, commercial circulation, building materials, home decoration and so on. , the share is over 50%.

At the same time, xiaoxiang morning herald put forward the advanced concept of "digital management", established the only media research and monitoring institution in the province, and established an advertising data information system and an advertising influence evaluation system, which greatly improved the scientificity and accuracy of advertising management decisions. In 2002, Morning Post independently developed the Hunan newspaper advertising research system, which is the first advertising research system created by the media itself in China. Through the statistical and quantitative analysis of all the hard commercial advertisements of six comprehensive daily newspapers in Hunan, the system studies the advertising characteristics of various industries, products and brands and the development trend of media advertisements, and forms a systematic reporting system of Advertising Monitoring Weekly, Hunan Newspaper Advertising Monthly Analysis Report and Hunan Newspaper Advertising Annual Blue Book, which provides scientific basis for advertising management policies and scientific suggestions for customers' advertising.

In 2005-2006, under the guidance of strategies such as "planning first, service winning", "brand appreciation, campaign building momentum", xiaoxiang morning herald's advertising operation adhered to the advanced concept of "refined management and digital operation", which realized the contrarian flying in the overall decline of national advertising operation, further widened the gap with competitors, and provided a solid foundation for realizing the strategic leap of morning newspaper operation. The great-leap-forward development of the publication of xiaoxiang morning herald has provided a strong guarantee for the in-depth development of the newspaper work and played an inestimable role in enhancing the authority and comprehensive influence of the newspaper.

At the beginning of the publication of xiaoxiang morning herald Society, it organized and implemented the "knocking at the door" and "sweeping the building", and the "community enclosure movement" with Changsha as the core and Changsha-Zhuzhou-Xiangtan as the center gradually spread to the central cities in the province. Through a series of effective measures, the circulation of xiaoxiang morning herald has increased at an extraordinary speed, and that of xiaoxiang morning herald has increased at an extraordinary speed: in 2006, the circulation of the whole province has exceeded 520,000.

The current distribution of the morning paper can be summarized as "five major projects":

First, the "Second Ring Road Distribution Project" launched Changde, Hengyang, Yiyang and Yueyang in an all-round way to create a brand-new distribution pattern;

The second is the "human resource optimization project", which focuses on solving the shortage of low-end distribution talents and the problem of "green and yellow" of high-end distribution talents;

The third is "the project of power distribution workflow, standardization and standardization" to realize the micro-management of power distribution network system;

The fourth is the "comprehensive innovation project of management structure and management mechanism", which realizes "flat management" in an all-round way, reduces management levels, strengthens the management of grassroots distribution stations, and forms a real management synergy;

The fifth is "going deep into the community life project", jumping out of distribution and engaging in distribution. Through the integrated marketing of various communication resources of newspapers, our distribution can truly penetrate the community, penetrate all levels of society and fully affect the lives of community residents.

Through the implementation of "Five Major Projects", "Summer Offensive" and "Autumn Subscription" activities, the gold content of morning paper orders has been significantly improved, and the order structure has become increasingly reasonable.

At the same time, xiaoxiang morning herald's distribution structure has been adjusted many times, and on the basis of consolidating community private subscription, it has achieved comprehensive coverage of public subscription areas such as party and government organs, large enterprises, universities and star-rated hotels. Establish a brand through news and consolidate the brand through activities. Since its establishment, Morning Post has attached great importance to giving full play to the advantages of the government, media, merchants and readers, and insisted on using unique activities to enhance the professional level of the advertising industry from all levels and create the most influential and market-worthy industry classic activities.

At the same time, the Morning Post pays attention to the responsibility of authoritative media, pays attention to the spiritual needs of mainstream people, and realizes the watch and responsibility for social responsibility by holding a series of public welfare theme activities, which has won universal praise from the government, enterprises and the public.

Changsha real estate trading exhibition

In 2004, xiaoxiang morning herald, which was founded only one year ago, hosted the Spring Housing Fair. Due to innovative ideas and broad thinking, the activity has achieved remarkable results, becoming a classic example with unprecedented scale, multi-win situation and far-reaching influence, and setting the best record for the turnover of previous housing fairs. Since then, xiaoxiang morning herald has won the right to hold the annual Changsha Real Estate Fair, which has greatly promoted the vigorous development of the Changsha property market, ensured the leading position of the Morning Post in the real estate industry, and created a well-known industry brand activity in Hunan.

China (Changsha) International Automobile Expo

By holding large-scale and high-standard industry exhibitions, the terminal penetration of influence on the automobile industry will be gradually realized. In 2004, "Changsha International Famous Auto Show" was successfully held. In 2005 and 2006, Morning Post, in collaboration with Changsha Municipal Government and China Automobile Industry Association, upgraded the famous auto show to "2005 China (Changsha) International Automobile Expo", which achieved a number of "No.1 in Central China" in terms of the number of exhibitors, exhibition area, audience and sales performance, and successfully built the only A-class auto show in central China. The industry believes that it is an international vision, first-class in China and the best in Central China. "

"Look at xiaoxiang morning herald and Drink Nanshan Milk" activity

In April and May, 2004, inferior milk powder triggered a big-headed doll incident, which shocked the whole country. Xiaoxiang morning herald pays attention to customers while paying attention to and reporting. Yahua Dairy joined more than 600 indoor newsstands in Changsha to launch the activity of "Watching xiaoxiang morning herald and Drinking Nanshan Milk". Linking the news event of "Big Head Doll" with "reading newspapers and drinking milk" is a pioneering work of morning paper management, and it is also a concrete example of paying attention to people's livelihood and participating in social welfare undertakings.

"High-end docking, perfect coverage" Qingcheng Action

In July, 2004, as a new authoritative media with the most influence and brand value in Hunan, xiaoxiang morning herald made another heavy attack, and launched the activity of "high-end docking and perfect coverage" in conjunction with Changsha Mobile Communication Company, the most powerful company in Changsha. Through this activity, xiaoxiang morning herald fully covered Changsha Mobile's diamond card and gold card customer base, achieving high-end crowd 100% coverage. The influence of the morning paper has multiplied rapidly, and the new authoritative media has taken a wider and wider road.

Hua's 20 th concert

Every year at the beginning of the new year, the Morning Post will invite the most prestigious symphony orchestra in Europe to cross the ocean and play a prosperous chapter to give back the support of friends from all walks of life. This has become the practice of the Morning Post. Rewarding friends from all walks of life in the best way you can find is an important way for the morning newspaper to operate sincerely and impress people with emotion, and it is also an important way to establish the style and authoritative brand of the big newspaper.

"Influence Hunan, Rise Central China" Investigation Report on Consumer Market Outside Hunan Province and VIP Customer Association

In 2005, "xiaoxiang morning herald" made another innovation, which changed the consistent mode that media customers would treat guests to travel. For two years in a row, with the theme of "Influence Hunan, Rise of Central China", the conference of Hunan consumer market research report and VIP customer meeting were held outside the province, trying to assume media responsibility and provide important strategic resources for customers and enterprises in various industries for sustainable development. The activity cost a lot of money, and organized government departments, domestic first-class professional academic institutions and domestic senior investigation institutions to jointly produce authoritative Hunan market analysis reports-the 2005 White Paper on Hunan Market and the 2006 White Paper on Hunan Market, providing the latest, most objective and weighty systematic data on Hunan market for two consecutive years. Through the authoritative analysis and deconstruction of the market by experts, we try to describe a digital, integrated and figurative Hunan consumer market.

Public welfare activities of Sishui historic site

In addition to industry activities, xiaoxiang morning herald became more aware of his media responsibility, and made a series of responsible actions for his homeland, successfully shaping and strengthening the image of mainstream newspapers in xiaoxiang morning herald. These have become well-known public welfare events in Hunan. By the government, readers and media peers inside and outside the province's keen attention and universal praise.

In April 2005, on the occasion of the anniversary of the brand column of "Huxiang Geography" in the morning paper, readers were organized to erect a monument at the source of Sijiangyuan in Yuanling, Hunan Province, calling for cherishing water sources and caring for the environment.

Xiaoxiang love education action

In September, 2005, Morning Post held "Xiaoxiang Love Education Action". Through this charity action organized by Morning Post, 1380 people donated more than1500,000 yuan in love money, helping 60 poor freshmen.

"Flying green, stocking wealth, gratitude and xiaoxiang" The Fourth Reader's Festival of xiaoxiang morning herald

On the anniversary of its founding on March 9th every year, Morning Post will plan and launch large-scale public welfare activities, hold a huge reader's day lasting nearly 1 month, and give back to millions of readers.

In March, 2005, xiaoxiang morning herald's large-scale public welfare activity of "Flying Green, Stocking Wealth, Gratitude and Xiaoxiang" set sail with passion. Morning Post hired four helicopters to plant 6.5438+million Pinus elliottii on the hilltops of Zhong Fang County in Huaihua City, Guidong County in Chenzhou City, Shimen County in Changde City and Xinhua County in Loudi City. At the same time, it charters in Hunan, Xiamen, Yuan and Li.

"Returning to the Educated Youth Point and Building a New Countryside" The Fifth Reader's Festival of xiaoxiang morning herald

In March 2006, xiaoxiang morning herald once again launched a large-scale public welfare activity of "Returning to the Educated Youth Point and Building a New Countryside" in xiaoxiang morning herald, mobilizing the old educated youth, a new generation of intellectuals, a new generation of youth, relevant municipal governments and the general public to act together and participate. In this activity, Yiyang Yuanjiang, Yongzhou Jiangyong, Liuyang Zhang Fang, Yueyang Huarong, and Chenzhou Beihu were selected as points to help the educated youth, raising donations of 1 10,000, donating 30,000 books, and trying to do five practical things (building a Hope Primary School, a rural road, a farmer's vocational skills training base, a rural TV difference turntable, and a rural medical point) to make the Morning Post grateful to millions of readers. It has really promoted the construction of new countryside in Hunan and the process of economic and social development in Hunan, and has been eagerly concerned and widely praised by governments, readers and media peers inside and outside the province.

Xiaoxiang morning herald's 6th Reader's Festival "Walking with Hunan"

In March, 2007, when the Hunan Provincial Party Committee accelerated the economic integration of Changsha, Zhuzhou and Xiangtan and entered the realistic planning stage, and when the Sixth Reader's Day of xiaoxiang morning herald came, xiaoxiang morning herald organized the linkage of Changsha, Zhuzhou and Xiangtan to represent the people of the three cities across geographical barriers. On behalf of the people of the three cities, seize the opportunity and forge ahead in unity; On behalf of the people of the three cities, break through yesterday and challenge the future. Record the passion * * * vibration of Hunan 2 1 10,000 square kilometers with running; Tell readers more than 2000 interesting stories and * * * by running; With running, ignite the great ambition of 67 million Hunan relatives to enrich the people and strengthen the province; With running, we can build a new industrialized city and lead the dream of the rise of Central China ... In 2007, the product structure of xiaoxiang morning herald Society has extended from a single newspaper to periodicals and networks, and tennis magazine, New Vision magazine, Hunan Hengying Media Investment Co., Ltd., Shanghai Hengyi Advertising Co., Ltd., Hunan Hengxin Culture Communication Co., Ltd., Hunan Hengtong Culture Communication Co., Ltd. and Hunan Hengjia Real Estate Consulting Agency Co., Ltd. have been established one after another and achieved success. In 2006, Hunan Mobile Newspaper and Xiaoxiang Mobile Newspaper were jointly established with Red Net and communication operators, further enriching the communication platform. Today's "xiaoxiang morning herald" is not only recognized by the market as the chief paper media in Hunan Province, but also strives to become the first choice information provider for Hunan people all over the world and develop into the most influential cross-media group in Hunan.

China newspaper industry is being squeezed by the decline of advertisements and the loss of readers, and at the same time, it highlights the defects of extensive management and single means of communication. Faced with difficulties and problems, Morning Post people have a profound and sober understanding and are actively looking for solutions. Xiaoxiang morning herald Society is determined to speed up the reform, rely on newspaper resources, develop media products and forge the industrial chain. For newspapers, during the Eleventh Five-Year Plan period, efforts will be made to seek breakthroughs in the following six aspects: the supremacy of influence and credibility, and the establishment of the authority of morning newspapers; Market share and profit are paramount, so as to build the morning paper industry; Asset appreciation and benefit first, strengthen the brand of morning paper; Learning, innovation first, establish the standard of morning paper; The new media technology and new form are supreme, and the morning newspaper communication is optimized; Staff progress first, shaping morning paper culture. Xiaoxiang morning herald Sunday Edition is the Sunday edition of xiaoxiang morning herald.

Xiaoxiang morning herald Sunday Edition is an international, regional, exploratory, entertaining and fashionable life section with unprecedented layout and unremitting efforts. The general edition has four editions and 24 editions, namely, A-stack (A 1-8) World Weekly, B-stack (B 1-8) Culture Weekly and C-stack (C 1-8).

The Sunday edition of xiaoxiang morning herald aims to create another possibility for readers' weekends-happy parties, interesting hiking and gorgeous shopping. Its reading experience is exquisite, freehand and relaxed, emphasizing tasteful happiness, happy thinking and thoughtful elegance. Its visual temperament is elegant, sharp and concise. Xiaoxiang morning herald Sunday Edition is a weekly magazine focusing on happiness, hopes and dreams. ★ Morning News Weekly-Hunan Chief City Magazine. Compared with Shanghai Jiang Shen Service Herald, Beijing Boutique Shopping Guide and Guangzhou Weekend Pictorial, it is one of the strongest urban media in China.

★ Encyclopedia for Middle School Students-the only magazine in Hunan that won the highest honor award in China-the National Journal Award.

★ "Rainbow Cat Lan Tu"-an original hand-drawn comic serial magazine developed in cooperation with top comic producers at home and abroad.

★ "Happy Old Man"-the first modern urban paper media in China to accurately locate "Happy Old Man's Life"

★ xiaoxiang morning herald Mobile Newspaper-the first provincial mobile newspaper in Hunan and the most powerful mobile media platform.

★ Xiaoxiang Rolling News-the first multimedia broadcasting platform in Hunan

★ "Red Net Media"-Hunan Elevator News Center (Building Video)

★ "xiaoxiang morning herald Mobile Phone Network"-Hunan local life information mobile phone service platform

★ "xiaoxiang morning herald iphone/ipad News Reader"-Hunan touch reading era, explosion.