Researches On Advertising Management Strategies In The Competition Of The Press

As an organ of municipal branch of the Party, Guangzhou Daily has been the forerunner more than once in the press history of China, with its advertising income ranking higher than any one else for 10 years. On the other hand, Yangcheng Evening News has made a great increase in advertising section and is recovering back to strong after getting over difficulties in middle 1990s. Nanfang Urbanism has never stopped progressing in advertising market since its birth, which accounts for its status as a pioneer among Urbanism newspapers. It is excellent business strategies that make the three get such great profits in advertising market of Guangzhou in which the competition is extraordinarily intensive. Based on abundant data and facts both first hand and second hand, the thesis focuses on positioning, constitution of spaces and the relationship between content and advertising of the three newspapers. Moreover, organization structure of advertising sectors and advertising strategies including product, price, path and promotion also get analyzed at the same time. In the end, the practices and experiences in advertising of the three newspapers are summarized and reflected with the purpose of providing use for references for others.