A Research On The Integrative Marketing Strategy Of Regional Part Organs

On the background of that the Chinese newspaper industry is entering a new period of competition, studying the marketing problems of regional part organs is having the important and realistic meaning with the academic value. This thesis is an application of business administration theory for the purpose of being beneficial to exalting the management efficiency and effect of regional part organs, especially to the researching and innovating of marketing strategy management quickly. The research methods of this thesis are, firstly, to open the theories quest aiming at some misty problems of the regional part organs marketing; secondly, to carry through the proceeding individual cases analysis and counter-plan studies aim at some actual problems of the regional part organs marketing. Now, the newspaper management theories field still saves some misty problems. For example, the issues of the intrinsic determination relationship between the newspaper publishing and advertising, the newspaper profit mode etc, have not yet been seen in the academic field now exclusively of this thesis which is proceeding the trial for the first step. This text has analyzed six kind of special attribute of the newspaper discriminate between the general products, and provided some calculation methods of five competitive and differentiating indexes of the newspaper content product. It has discovered the Matthew effect, lever effect and margin diminishing returns rule of newspaper issuance and advertisement, established issuance advertisement model, and got a conclusion that the issuance measures the decision to ad revenue. It also has analyzed the concept of the newspaper profit mode with three level of structures, and put forward the improvement principle. For another example, applying supply chain theories, this text has put forward all newly a standpoint of "the positioning strategy of the newspaper being used as supply chain node". And applying IMC theories, it has analyzed the integrative marketing promulgation strategy of the newspaper industry. Again it has put forward concrete strategies to the task in marketing segment and advertising customer relationship management of the regional part organs, etc. Being a multi-subject production between administration and promulgation, this thesis, which has made some innovation in domestic newspaper marketing theories, has obtained the certain theories production, primarily supplied some lack still now of the concerning newspaper marketing study, and enriched the newspaper marketing theories contents.