新媒体语境下报纸品牌形象战略即CIS(Corporate Identity System)战略意识变得更为迫切。网络、手机等新媒体用其独有的科技、海量、便捷等优势,使得传统媒体报纸的语境优势不再明显。在这样的新媒体语境下,报纸作为传统媒体品牌产品该如何应对挑战、把握现实与未来的市场、发挥其核心优势、实现独特的品牌价值是我们当前要研究的课题。 Under the background of new media, the strategy of newspaper brand image, that is, the strategic awareness of CIS (Corporate Identity System), has become even more urgent. Internet, mobile phones and other new media with its unique technology, massive, convenient and other advantages, making the traditional media newspaper contextual advantage is no longer obvious. In such a new media context, the newspaper as a traditional media brand products how to deal with challenges, grasp the reality and future market, to play its core strengths and achieve unique brand value is our current research topic.