Research On The Marketing Strategy Of Chinese Newspapers In The View Of The IMC

The conception of IMC (Integrated marketing communication) was put forward at the first time about 15 years ago, and has a relative short history. Meanwhile the ideas that use and coordinate all kinds of dissemination means with dissemination unify target to enable the different dissemination tool to display the best and harmonious function at each stage in the communication with the consumers have been approved by many scholar. But there is no doubt that it's one of the most important development in the marketing domain. It has brought a revolution for marketing concept.View from the marketing status quo of Chinese Newspaper industry, we can find that in the past several decades of development, the newspaper continued to increase in the number of varieties, Constantly enrich the content, layout continued to increase; Press the operation of the overall quality improved more reasonable distribution model; diversified operations also started gradually in the press. However, Chinese newspaper industry also faces series of problems, such as the interchangeability and the meager profit tendency brought by the homogenization of content and the operation pattern, the growth limit brought by the single profit pattern and the divergence of the advertisement and the loss of traditional media audiences caused by new media advertising market and audience double the diversion of resources This paper aims to examine the current situation of China's Newspaper Marketing, analysis the existing problems and lag point. Meanwhile it will reform and amend it with the concept of integrated marketing and Mode of operation so that China's newspaper industry can go to a new level of marketing level.