Research On Chengdu Evening News Market Positioning And Marketing Mix

For a long time, the managers of newspaper organizations have focus only on how to improve newspaper quality, they failed to consider the marketing as a necessary step to newspaper operation. With the development of the newspaper business and the change of media market, the importance of marketing to newspaper is beyond doubt. The managers of newspaper organizations need to change their focus from the value of the product to the value of marketing ?from core capabilities to customer satisfaction. How do they position themselves in a distinctively different way to meet customer needs, how do they demonstrate that marketing makes a contribution to the newspaper organization become a question they must face with.On the basis of marketing theory and related data, this paper was discussed chiefly with the case of Chengdu evening news. Through this sample analysis, the author researches on market positioning and marketing mix of Chengdu evening news, hoping to explore an approach to the newspapers marketing.This paper is divided into four major sections as follows. SectionI opens with the basic theory and background of newspaper marketing,then defines what marketing is and clarify its rule within thenewspapers. Section II analyzes the newspaper market conditions through the PEST (Political, Economic, Social, Technological) analysis and competition analysis. Section III presents a brief overview of Chengdu newspaper market history, then discusses the Chengdu evening news market positioning which designs to satisfy the needs of reader and advertiser. Based on these sections, several suggestions on the marketing mix design of Chengdu evening news are put forward in section IV.