改革开放以来,我国报业的发展取得了前所未有的成就,报业的竞争也空前激烈。为了开拓报业市场,抓住读者的兴趣点,提高报纸经营效益,报业不得不走出传统体制下的运行方式,开始调整经营思路,转变经营作风,面向市场和受众,深入了解读者的需求,为自身确立一个明确的定位。而报纸市场化经营的必然结果就是树立品牌意识和建立品牌战略,这也是报纸业市场走向完善、走向成熟的标志。同时,品牌意识和品牌战略的确立,也必将推动和加快报纸的市场化进程,从而加快报业市场的发育和完善。 Since the reform and opening up, the development of the newspaper industry in our country has made unprecedented achievements. The competition in the newspaper industry is also unprecedentedly fierce. In order to open up the newspaper market, seize the readers ’points of interest and improve the efficiency of newspaper business, the newspaper industry has to step out of the operation mode under the traditional system, start to adjust business ideas, change its business style, face the market and the audience, understand readers’ needs in depth, For themselves to establish a clear positioning. The inevitable result of marketization of newspapers is to establish brand awareness and establish brand strategy. This is also a sign that the newspaper market is becoming more mature and mature. At the same time, the establishment of brand awareness and brand strategy will certainly promote and speed up the marketization process of newspapers, so as to speed up the development and improvement of the newspaper market.