Research On How To Increase Benefit In Chinese Newspaper Ad-marketing--A Case Study Of Chengdu Business Daily

AD-marketing is the life line of newspaper operation. A proper inspection of this common understanding determines whether an ad-marketing can optimize its benefit or not. The guideline must be observed, that is to make a correct decision to research or develop ad-marketing from the perspectives of strategy or tactics, in accordance with the current macro-environment in which newspaper runs.After an analysis on the Chinese newspaper's ad-marketing practice, it shows the newspapermen still bear some misunderstandings in their mind. Although industrialization is newspaper reform's must, we have to admit Chinese newspapering is still in the primary stage of the industrialization. However, the public opinion is beating the drum for advanced practice, such as the integration between newspapers and capital market, multi-media integration and construction of newspapering groups.The successful practice of newspapering in developed countries of western world demonstrates, newspapering industrialization is based on successful ad-marketing. Deficient ad-marketing tactics will not lead to its industrialization. Certainly, what this thesis stresses here is not to criticize that Chinese newspapers do not attach importance to ad-marketing, but to point out that Chinese newspaper operators have not found a series of feasible and efficient programs to increase the benefit in ad-marketing. In brief, this thesis intends to illustrate it is the urgent task for newspapering to find out the appropriate methods in practice to increase benefit in Chinese newspaper ad-marketing.I selected the case of Chengdu Business Daily, investigating its ad-marketing train of thought and strategy with the theory of mass communication and advertising, and then brings forward a series of feasible methods.The thesis is divided into five parts:The first part is the preface. It introduces the reason for selecting the research subject, domestic research status in quo and research measures. The originality of the research lies in it adopts a single case to develop the analysis.The second part recounts the development history, introducing the four stages of ad-marketing growth in Chinese newspapering. It indicates that in today's China, Chinese newspaper ad-marketing has entered the marketing-oriented stage.The third part applies such approaches as force economy, dissimilar competition and IMC into the analysis on the channels to increase benefit in newspaper ad-marketing.The fourth part is the case study of Chengdu Business Daily. It is the core of the thesis. It makes a deep anatomy on the paper's ten-year ad-marketing practice, whereupon comes to the conclusion-Chengdu Business Daily's ad-marketing is advanced and innovative, which will illuminate other newspapermen.The fifth part is epilogue. It sums up the successful experience of Chengdu Business Daily and meanwhile abstracts the feasible reform methods and ideas mentioned above.The value of this thesis is that, the whole investigation aims at offering a practical reference to the current Chinese newspaper ad-marketing by means of quantitative research method, quoting date from the single interviewee and authoritative third party investigator company.