Study On The Marketing Operation Of Wuhan Evening

Wuhan Evening have already gotten the greatest development after positively change its managing thinking by applying the ideal of the paper marking to the journalism's marketing and management since it was incorporated with its sub-newspaper in October 8, 2001. Over the past four years, Wuhan Evening has been acting the excellent performance in the Wuhan journalism marketing, the circulation, the income of the advertisement, the economic benefit and the market position and so on. Therefore, I think it is greatly significant to study Wuhan Evening, the single marketing case, so as to draw some lessons from its journalism marketing management and practical development. Firstly, after analyzing the situation of the journalism market's competition in Wuhan and the current one of the Wuhan Evening's marketing management, the paper brought forward the conclusion that the success of the Wuhan Evening attribute to the effect of its brand's gathering, the enhancement of the journalism's marketing management and the scientific decision-making by learning the lessons from the failure of the same-quality competition. Secondly, the paper emphasized to analyze the important point of the paper position, the paper issues and advertising marketing. Wuhan Evening make a way to adversely subdivide the market so as to re-orientate its marketing position, to focus forward the family readers and last define its paper-buyers. Wuhan Evening changed the traditional issue in all-round way mode into the one in the region. It has been proved that is a very efficient issue mode that can enhance the advertising payback, consequently make the income structure more rational. In conclusion, Wuhan Evening keep innovating during the practice of its advertising marketing, which is to advance the newest ideal on the management of the clients, and to use the sales promotion as the stage for the interaction of the adaptation, issues and advertisement, which is to positively explore the advertising market, such as the competition of the advertising prices, the subdivision of the region of advertising management and the tactics of the classified advertisement, to guarantee the organic unison of the whole marketing. Finally, the author pointed out that deficiency of the process of the Wuhan Evening's marketing and proposed some available suggestion on the tactics of the Wuhan Evening's marketing of the next years. The article used the qualitative analysis and quantitative analysis to analyze comprehensively the sale case of the Wuhan Evening. In the qualitative analysis, media management, marketing, media marketing etc. and some inside information on the Wuhan Evening, the important principal's talk records are quoted. Quantitative analysis then mainly analyze the data of some known network and magazine, for example, the HuiCong journalism information network, media and so on.