Strategic Analysis Of China Green Times' Event Marketing

Industry newspaper comes and develops from the industry,which provides the market base and inherent advantages among the industry system.However,with the thorough reform of Cultural System,the development of social media.Therefore,the media pattern is undergoing profound changes and industry newspaper is suffering an unprecedented impact and is faced with the dual problems of restructuring and transformation.In the integrated context of paper media weaker influence,distribution and advertising revenue dropped,the accelerated loss of readers,it will be the useful exploration to enhance the brand and the development of many media by conducting activities to reverse the dilemma.Paper media to carry out the activities of marketing can enhance the brand image,extend the industrial chain,expand new economic growth point,but also conducive to the integration of resource advantages,training personnel,to promote the paper media system innovation.China Green Times is national forestry industry newspaper and is the only one included Green word.It's about the ecological forestry propaganda and reporting-based eco-social newspaper.Depending on the continuous improvement of ecological concern from society,China Green Times has made steady development in recent years,also circulation and advertising revenue have steadily increased.However,by the impact of media transformation in the recent years,advertising revenue growth fell significantly,is facing an urgent way to expand the mode of economic growth.This paper analyzes the income structure of China Green Times and uses SWOT model to analyze the advantages and disadvantages,and the opportunities and challenges for China Green Times.It studies marketing activities' status quo about China Green Time and presents the necessity,the feasibility and the significance of the marketing activities.It concludes certain feature-at primary stage,small brand and scale,homogenization and poor execution and profitability-about China Green Times'marketing activities.This paper also presents other successful marketing cases organized by newspaper office and also summarizes features and experience,which can provide useful theoretical and practical direction to China Green Time.Finally,this paper makes the strategic analysis of the marketing activities of China Green Times,and designs the strategic direction,objectives,implementation and guarantee for China Green Times'marketing activity.In addition to guaranteeing the paper quality,the paper media need to establish the sense of activity economy,to create activity model and brand activity,to build professional staff team,to improve the system security and so on.Through a series of strategic plan,newspaper office will realize the strategic objectives of cultivating marketing activity as new economic growth point.