Operate CCTV's cheese: The Brand Management Approach of Regional Media: The Brand Management Approach of Regional Media

Author: Bi Yuqiang
Publisher:
Publish Date: 2004-05-01
Features: How Guangzhou Daily achieved an annual revenue of 1.5 billion, the secrets behind Anhui TV's revenue growth from over 100 million to 500 million, how Xin Kuai Bao became the newspaper for white-collar middle class in China, and the "media integration" behind Western Golden TV's rise among the 12 Western provincial TV stations – it's a cross-century topic. Since the late 1990s, the calls for "integration" have grown stronger. However, there is a clear characteristic: loud thunder but little rain, or even no rain at all. By the early 21st century, the voice of "integration" echoed across China's media industry. It was fierce, like "the tide surging ashore, rolling up a thousand piles of snow." This tide was not onlying the media industry but also impacting related industries, and even stirring endless imagination and anticipation in the capital markets and intellectual circles. This wave swept away the habit of armchair theorizing. The reason for this was that media practitioners had a concrete and profound sense of survival pressure.