The Study On The Management And Marketing Strategies Of Sports Paper Media In China

With the rapid global economic growing and China joining the World Trade Organization (WTO), the sports magazine and newspaper industry in China is now facing unprecedented challenges with the increasing domestic market competitions and impact from overseas media companies through global marketing. It is the trend of the times for this industry to improve its management and marketing skills and strengthen its competition abilities under this situation. To conduct special and systemic research and study regarding the strategies of management and marketing of sports paper media in China is of significant importance at current time in order to provide some practical theories and strategies to guide this industry for future development.This study thoroughly analyzed different layers of marketing and management strategies from cases in this industry utilizing the theories of economics and marketing; therefore, to draw some practical, systemic, and realistic conclusions to guide the development of the marketing and management of the sports paper media in China. This study used the following methods, including material collecting and review, on-site research, case report, questionnaire, interview, and statistics and logical analysis, to collect and analyze data.This study concluded the management and marketing of sports magazine and newspaper is a systemic project in which all of its components interact and involve. The focus of the management and marketing, which should not be limited only to the detailed advertisings and distributing, instead, should be on a new concept of"macro-management and marketing"model which may start from the news media editing with the involvement of all other departments under the same goals to create the best possible social and economic effects. In this model of management and marketing, each publication should have its unique core competition approaches and emphasis but not to ignore any components in the system. This study came to build a frame of this new management and marketing strategy concept, which include 3 layers branching into 10 aspects with a clear and logical view. The first layer, which includes the system, the capital, the business image, and the human resources, emphasizes the entirety; the third layer, which includes the distributing, advertising, editing, and multiple operations, emphasizes the parts; the second layer integrates both the first and third layer emphasizing the whole and the part together including the management and planning. Under this model frame, this study discussed in detail on each aspect of the marketing and management concept with the real life cases and data. This study aimed at not only creating new theories in the new management and marketing of the sports paper media through thorough discussion of the"4C"theory and the cost of potential buying and reading theory; but also making breakthroughs in the practice of the industry by providing realistic and viable strategies with huge amount of case analysis.