在媒介全球化、市场化、高科技化的今天,在报纸产品同质化日益严重的趋势下,品牌的建设显得尤为重要。《南方都市报》作为南方报业集团的一份子报,面对报业竞争、强敌环伺的环境,不但生存下来而且形成了自己的品牌,体现出中国报业进入一个注重创新、营销、品牌、策划和传播的较高水平的阶段,从中我们可以看到中国报业竞争的某些重要趋势和方向。 In the media globalization, market-oriented, high-tech today, the homogenization of newspaper products under the increasingly serious trend of brand building is particularly important. As a newspaper of Southern Press Group, Nanfang Dushi Bao not only survived but also formed its own brand in the face of newspaper competition and a strong rival environment, which shows that China’s newspaper industry has entered into an environment focused on innovation, marketing, Brand, planning and dissemination of the higher level of the stage, from which we can see some important trends and direction of China’s newspaper industry competition.