| Currently the double sales concept in the media is becoming more and more prominent. Double sales mean that as products, newspapers/magazines have features that distinguish from other products – they have double sales features. The first sales happens when newspapers/magazines are sold to readers as tangible products, yet the whole sales process does not complete. The media also sell advertisers their influence to the mass, thus finishes the second sales. Because of double sales, the media usually sacrifice their first time sales at prices that are lower than costs in order to enhance readers' buyer power and attract more and more readers. Depending on the influence to readers, the media accomplish their second time sales. The fact that newspaper/magazine publishers have two groups of buyers with advertisers as a more important one make these publishers try all means to enlarge their first time sales volume so as to obtain greater benefits from advertisers.As one of the largest media operators in Guangxi, the Guangxi Sunspot Business Consulting Co, Ltd. is facing more and more intense competition and unexpected government policy changes. Under the circumstance that more and more large-scale advertisement companies entering the Guangxi market, the Guangxi Sunspot Business Consulting Co, Ltd. is threatened by reduced profits and lower market share. This essay makes a thorough analysis of the advertisement strategy of Nanguo News and the key issues for Guangxi Sunspot Business Consulting Co, Ltd. to raise its market share. Solutions to deal with these issues are also put forward. A brief summary is listed below: Strengths and weaknesses analysis based on fully understanding Sunspot's operation result, price structure, current channel, promotion, company image as well as the marketing strategy of the Nanguo News.Development opportunity analysis based on fully understanding the macro economic environment and the market situation.Challenge analysis based on fully understanding the competition from various aspects.SWOT summary and confirmation based on fully understanding Sunspot's current SWOT.Marketing strategy set-up in the respects of market segmentation and targeting, product strategy, pricing, promotion, channel strategy and image building.As an intermediary and media promotion company, the Guangxi Sunspot Business Consulting Co, Ltd. is not a skill oriented company. It is especially weak in market segmentation and targeting. So market segmentation strategy must be set up by thoroughly analyzing customers' market behavior.Compared to its main competitors, such as Liangan Consulting, Chuangpu Advertising, Huaji Advertising, etc., the Guangxi Sunspot Business Consulting Co, Ltd. are relatively strong at pricing and providing professional service. Its product structure also fits well with the market needs. In order to further lead the market, the company should place importance to the analysis of its competitors' product strategy, pricing, market targeting, fund resources and other strategies to improve its own weaknesses and find ways to continuously grow. |
