A Study On The Marketing Strategy Of Qilu Evening News In The New Media

With the rapid development of the Internet, have sprung up in the new media, a great potential clean sweep. Especially the space of traditional newspapers, seemed in jeopardy. There are old newspaper ceased publication, the newspaper brand transformation,"the newspaper Extinction" rampant. What is a problem, is the Internet ’s influence is too strong, or the newspaper itself developed a problem? Market problems, or strategic issues, the problem is the channel construction, marketing strategies or problems? Relay why we can not read a newspaper in the Internet generation hands of inheritance?Full arrival of the new media age, the newspaper had a greater impact on reducing the amount of reading, reducing the amount of advertising are a great impact on the development of the newspaper industry. From the trend of newspaper development, the future must increasingly fierce competition. In this context, the newspaper must know how to develop the right marketing strategies to their marketing strategy winning in dilemma, making newspaper circulation bucked the trend. Only follow the development trend of the newspaper industry, give full play to its advantages in the premise, take the road of media convergence to become bigger and stronger in the competition, a good response to new media challenges and achieve sustainable development.This gives each one a long-term development strategy paper put forward a new vision of the subject. After years of development, especially in the big influence readers powerful media, the need for more in-depth study of this subject. In this paper, the Qilu Evening News as a case study in the new media era newspaper business development strategy. Shandong Qilu Evening News as the only provincial evening, its business development determines the development of the Shandong newspaper, so work out the correct marketing strategy is the key to forming a differential advantage of Qilu Evening News, success.Firstly, the Qilu Evening development process and operating conditions of a detailed analysis; secondly, through the Qilu Evening external and internal marketing environment analysis scan, the macro environment factors policy, economic, social and cultural environment were studied, while carried out on the five forces analysis of the industry environment to identify the main problems existing in the development of the newspaper, but also with the Qilu Evening News SWOT analysis of strengths and weaknesses exist, clearly its competitive position in the new media era in which the face and challenges and threats; then further analyzed the Qilu Evening News in the development of marketing strategy problems and errors, and clearly defined marketing strategy, how to effectively develop on this basis.Qilu Evening News research practice, we found that:Facing the challenges of the new media, as long as the value of the reward offer readers, will be able to rely on the core competitiveness to win readers; take reasonable penetration pricing strategy, will be able to build a loyal readership; distribution channel integration newspaper issued on reliable sources winning; experiential communication with readers, potential readers will win; actively promote the integration of multimedia marketing, only to realize sustainable development.In this paper, starting from the current situation of the Qilu Evening News, analysis of the practical challenges faced by the new media era newspaper, find out the reason why troubled, pointed out the necessity to implement marketing strategies and urgency, and to study the binding characteristics of Qilu Evening News and formulated marketing strategy plan. Implementation of marketing strategy, not only can improve the competitiveness of the Qilu Evening News, but can enhance the image of the Qilu Evening News, strengthen capital Qilu Evening compete, but also to discover and cultivate a loyal readership, Qilu Evening News in favor of long-term development.This article also seeks to other newspapers in the new media age, to face new challenges, enhance core competitiveness, marketing strategy misunderstanding pointed out a new path for the country’s comprehensive response to the challenges of new media newspaper media to provide reference, we want to push the whole newspaper market access to good development track helpful.