Study On The Marketing Of West China Lifestyle Weekly

In recent years, with the improvement of city scale and consumption capacity and the change of life style in small and medium cities in the countries, service-oriented weekly about city life, which totals over 400 around the country, has been the third bright spot in newspaper field after daily and evening paper. This year service-oriented weekly about city life is for the first time supervised independently by General Administration of Press and Publication and top ten service-oriented weekly about city life is selected. With its tempo, cost estimation, packaging, market potential, the service-oriented weekly about city life has been the hot medium which is invested enthusiastically. There has been a trend for major domestic media to run a weekly, which has an increasing impact on cultural life of people. However, till now there are only a few successful cases in the country, namely Shenjiang Service Paper and Life Style.This is a question that needs study. What on earth is the form of service-oriented weekly about city life? Has its competitiveness in newspaper field been established? Can it be of large scale?? Can it be developed in different places? Will it face the survival challenge in the future? This paper elaborates in detail the macroscopic and microcosmic environment for West China Lifestyle Weekly, developing situation and future orientation for weekly market of domestic media. Based on the detailed market of lifestyle weekly, it conducts further study on the goal market and orientation of West China Lifestyle Weekly so as to formulate the scientific marketing strategy.This paper covers four parts. In the first part, based on the current situation of West China Lifestyle Weekly, relevant policies and regulations in media as well as strategy of the group, it puts forward existing problems and challenge of West China Lifestyle Weekly. In the second part, through analysis on internal and external environment, it pinpoints the orientation of the new weekly and proposes the mode and orientation of development for weekly. In the third part, in accordance with brand operation, human resources, integration of market resources, analysis on price resources, it points out the operation strategy and competition strategy of West China Lifestyle Weekly. In the fourth part, with the allocation of organization design, mechanism design and financial resources, detailed measures and methods for implementing the strategy completed.Theories and methods in marketing and enterprise strategy management, such as SWOT Analysis, STP Theory, 4P4C and life cycle theory of products are applied to analyze in detail the market orientation, structure and mode of typical domestic weekly. Major elements that have an impact on market development of weekly are further analyzed, so qualitative and quantitative amylases and prediction is made on its developing trend. A lot of advice is put forward on the formulation of competition strategy for West China Lifestyle Weekly and operable suggestions are proposed on the implementation, control and appraisal of its marketing strategy. In view of the fact that weekly is a newly arising medium in China, the analysis on West China Lifestyle Weekly will fill a vacancy in the market study and be of value reference for colleagues in the media.