摘要：农业经济时代的竞争是土地，工业竞争时代的竞争是机器，而当今信息技术迅猛发展的时代竞争的是品牌。当今都市报纸是当今报业市场的主力相对于党报的稳定性和政府的支持，都市报纸必须在创收能力和品牌建设方面寻求突破，才能在激烈的市场竞争中占得头筹，城市发展，品牌先行，一个经济文化发展的城市，亦是有与之匹配的文化品牌。本论文主要介绍了《扬子晚报》作为南京文化品牌的发展，主要包括扬子晚报的品牌特色和优势、不足、和未来的发展趋势，并基于一个忠实读者的心态来应用研究文化品牌对城市文化发展的重要性。

关键字：品牌发展； 战略； 扬子晚报

Abstract:Agricultural economic competition in the era of land and industrial competition era is the machine, and the competition in today's era of rapid development of information technology is the brand. Today's main city newspaper of today's newspaper market with respect to the stability of the party newspapers and Government support, metropolitan newspapers must seek a breakthrough in income-generating capacity and brand-building, to comes top in the fierce market competition, urban development, brand first, an economic and cultural development of the city, there is a match of cultural branding. This paper mainly introduces the Yangzi evening news as Nanjing culture and brand development, including brand features and advantages and disadvantages of the Yangzi evening news, and future development trend and application based on the mentality of a faithful reader.

Key Words: Brand development;  Strategy;  Yangtse evening post