The Local Newspaper Advertising Marketing Strategies

As a media group, advertising revenue is not only an important source of income of DaLian Daily Group, but also the support and warranty for the group to survive and develop. Affected by a variety of new media such as internet, mobile phones, television etc, the survival of the traditional newspaper suffered a strong impact on advertising revenue. On the other hand, seriously affected by the same content and form of the press, ad campaign between DaLian Daily Group and other press groups becomes intense. Therefore, it is a research topic for us to study how to realize the growth of advertising revenue against current critical situation.By reading marketing references at home and abroad, it is easy to find there are complete marketing theories but few newspaper marketing studies. It is even more difficult to find strategy study on newspaper advertisement marketing. The study on this topic will help newspaper groups to explore for breakthrough and development and enrich case study of newspaper advertisement marketing. At the same time, this study can be used as referential experiences by peers at home in the similar condition.Based on the actual status of DaLian Daily Group, by case study to analyze the current situation and trend of domestic newspaper market and marketing and competition environment of DaLian Daily Group, followed by questionnaire and database to analyze the market demands to newspaper advertisement of DaLian Daily Group, the thesis summarized the marketing strategy of newspaper advertising at home and abroad by using STP and7Ps theory to further analyze the positioning of various newspapers of the Group and choosing of advertising clients. After stating various marketing strategies of newspaper advertisement, the thesis finally proposed recommendations of reasonable and effective marketing strategies.