Analysis Of The Media Targeted Marketing

Along with the intensified competition in the media circle of China, the issue of media positioning is gradually gaining its importance. However, nowadays, the media organizations in China have gotten bogged down in numerous mires in positioning decision-making, such as obscurity of positioning, conflict of positioning, overlapping of positioning and ineffectiveness of positioning etc. The lack of practice is generated from the thin base of theory. The present research on media positioning by domestic academics is scattered and unsystematic, focuses mostly on practical aspects while short of theory depth; emphasizes on general terms while lacks accuracy. On the basis of the research results of the forerunners in this field, this article is written with an aim to trace the theoretical history of media positioning, and to present a new angle in this aspect-analysis of marketing theories, thus to make the media positioning a more systematic, theorized and scientific one. This article consists of 5 chapters, analyzing in detail the issues that media encounters in positioning decision-makings, such as positioning of readership or audience, positioning of advertisement, positioning of brands, and positioning adaptations, with theories of market classification, second sales, brand marketing and short-sighted marketing syndrome. In this article, the author applies the latest achievements in contemporary marketing theories, integrates the up-to-date experiences of practice in China's media circle, and comes out with many innovative ideas. The author points out that it is a limitation that the current positioning marketing theories overlook the media's profit-making modes; the author also initiates "Customer-Start-Positioning Concept", which shifts the focus merely on audience and readers to advertisement clients as well, therefore improves the "Sole Audience and Readers' Emphasis". The author puts forward the concept of "positioning adaptation", and stresses that positioning is a process of continuous changes and adaptations, which needs adjustment every some time based on the evaluation of market research statistics to meet the fluctuating demands of the market. In addition, the author tries to make a conclusion that the establishment of consumership will facilitate the research of media marketing.