Analyzing News Media Marketing From The View Of IMC

As far as the period of news media industry is concerned, the Chinese news media market has already entered into the prophase of maturity period which is based on "competition at scale" as main market feature from half of the latter period of high speed growth. How to enhance the responsive capacity of news media industry in the market and adapt to the impact after entering WTO has become a chief task of Chinese news media. It will be the most wisdom and a source of new growth point of news media industry for obtaining market message exactly and unscrambling rationally. This thesis focus on the handling of IMC (integrated marketing communications) to carry through flow restructuring, marketing mode reconstruction, enhancing marketing level and improving core competence of news media for analyzing and researching of Chinese news media.This thesis sets about definition of news media marketing and IMC (integrated marketing communications), Reviewed of a series of problems which the news media marketing configuration, the notion evolvement of news media marketing and the current marketing system of Chinese news media confronted. This article establishes a framework with four section contents and main part of article which applies IMC theory to marketing strategy of news media. First, how to satisfy the demand research of audiences will be jumping -off point in news media marketing along with market segmentation and focusing. Therefore, it builds the news media audience viewpoint of 4C. Next, putting up relationship marketing through establishment of database, on the one hand, helping the customer found the "post" of hitting market goal for advertisers. On the other hand, maintaining the well communicative relation with advertisers. Third, cultivating a group of audiences and advertisers with very high loyalty through figure, maintenance and promotion of news media brand so that the investment return was brought continuously. Fourth, the weakness will be strong by strengths, and strengths will be stronger by integrated the communicative ways of news media marketing, forming the overall advantage and enhancing the competitive advantage and rally power. Finally, makes the microscopic elaboration by the Anhui TV successful case.