The Newspaper Marketing Research Under Media Convergence Background

Media convergence is based on the development of digital technology,governments formed relevant policies to promote the new media situation,it has broken the barriers between the media,combined with the different nature of the media,affecting all aspects of the media industry,and profounding impact on our lives.As a new environment of communication, media convergence is changing one of the traditional media– newspaper's living situation, there has been content weakened,audience streaming, circulation declining, advertising revenue shrinking brand value weaking.To solve such problems,newspaper should adjust marketing strategies to adapt to the new environment.First of all,through the"media convergence"of sorting out the concept,definition of"media convergence"concept.In introducing the development of media convergence and the development status of specific performance,based on the use of Canadian scholar Marshall McLuhan's"medium is the message"theory,an American scholar Paul Levinson's"anthropotropic evolution of media",E.M.Rogers's"diffusion of innovations"theory and R.Fidler morphological changes proposed by six major principles to describe the trend of media convergence .Secondly, use of the marginal cost and marginal revenue theory, and experience marketing theory, from the content, distribution, advertising, brand and database aspects, in-depth analysis of media convergence environment, facing the opportunities and challenges of newspaper marketing and effective strategies for the presentation of papers provide an objective basis for marketing.Finally,with Schramm's"select media"according to the behavior of the audience raised the probability formula,and American scholar David Croteau and William Hoynes propose Cooperation theory,media convergence environment and opportunities facing the newspaper marketing challenges as a starting point,given the content of marketing strategy,distribution marketing strategy,advertising marketing strategy,brand marketing strategy and database marketing.