Study Of The. Sanxiang Marketing Strategy

Combined Marketing with Journalism and Communications, based on practice, by using the qualitative and quantitative analyses and according to the essence of newspaper economy, the article had an overall discussion on the newspapers' marketing strategies. It analyzed in details marketing essential factors of newspaper such as the market environment and characteristic of 4P, and based on this, it designed and researched initially the marketing strategy of Sanxiang City Express, projecting the further situation of the express's development. The main research results of the article are as follows:1. getting the basic conditions and rough layout of Changsha newspaper market by the overall analyses of the inner and the outer environment, trade current situation, competitors' structure and business opportunities of the market,and finding out the express's marketing status,advantages and disadvantages and target of market;2. coming to the conclusion that the WO strategy is what Sanxiang City Express shall adopt, namely improving the inside weaknesses by making full use of the outside opportunities; making sure that Sanxiang City Express shall adopt the strategy of marketing challenger, which means to attack frontally as well as laterally on the market;deciding on the marketing competitive strategy of Sanxiang City Express, which is the strategy of lower cost with the newspaper's own features;3.determining the strategic positioning of Sanxiang City Express, namely being a kind of new "Citizens' Daily Newspaper', aiming at " offering news and information of the most value". Implementing it by focusing on the middle class of society, uniting the lower stratum of society and emphasizing the service function of information;4.finding out characteristic of product,price,place,promotion of newspaper by means of 4P study,and analyzing the present situation and problem of Sanxiang City Express;5.gaining 4P combined strategy, namely the product strategy to create the greatest value for the consumers, the flexible price strategy according to the market demand, place strategy of profit orientation and promotion strategy of fostering the enterprise image.