Integrated Marketing Analysis Research About Xiaoxiang Morning Herald

Xiaoxiang Morning Herald is a all-rounds daily newspaper in Changsha which hosted by Hunan Publish Groups.It is set up in March 2001, expended in a few years.Now it can take the first place of Hunan province in market place,the number of publish,incomes of advertisement.But if Xiaoxiang Morning Herald wants to continue its superior,it shoud bring in integrated marketing analysis.At the same time, Xiaoxiang Morning Herald is a typical case,its integrated marketing analysis can be the example of other metropolis daily newspapers.Firstly,after analyzing the background of Xiaoxiang Morning Herald and the situation of the jornalism market's competition in Changsha,discoursing the history and circumstances of Xiaoxiang Morning Herald,the article suggests it must reform and innovate if continues the first place in Hunan province,and the integrated marketing analysis should be the best choice of Xiaoxiang Morning Herald.The following,the article puts emphasis on Xiaoxiang Morning Herald's position,publish and advertising,which are the important sections of newspapers marketing. The analysis suggests,Xiaoxiang Morning Herald should finds its target reader through fixing position once more, base its place upon Changsha, continue its brand image of "influence Hunan" , achieve effectual publish through all-round way modes,set up Xiaoxiang Morning Herald's USP to increase its advertising incomes. After that, raise a issue of tridimensional brand marketing,point out the importance of buliding up reader database of Xiaoxiang Morning Herald and reintegrate social resources,to coordinate with publish and advertise.In conclusion,the article generalise the importance of integrated marketing analysis in Xiaoxiang Morning Herald,points out revelations from other newspapers,also the revelations from Xiaoxiang Morning Herald to other newspapers.The article used the qualitative analysis and quantitative analysis to analyze comprehensively the integrated marketing of the Xiaoxiang Morning Herald.In the qualitative analysis, communication,media management,marketing,media marketing etc.and data published by Xiaoxiang Morning Herald,also some important principal's talk records are quoted. Quantitative analysis analysis then mainly analyze the data from CMMS,CTR and so on.