Mainland China Metro Newspaper Marketing Strategy Research

Under the new media environment, traditional newspaper press feel great stress from online media and mobile media. With the development of urban rail, many big newspaper groups launched their metro products targeting at the subway audiences, depending on theirs' solid economic strengths and cooperation with subway companies. By doing that newspaper groups hope it could deal with new media's challenge, and help them get more youth audiences, span their AD market, strengthen their media influence.The article takes media management theories as frame, to analysis managerial situations of mainland's metro newspaper from the angle of media marketing tactics. Meanwhile it has compared some experiences on metro newspaper developing from foreign areas, in order to forecast the future development of mainland's metro newspaper.Part 1, it analyzes the marketing situation on mainland's metro newspaper from the angle of outside political and economic environment as well as the inside construction of newspaper groups, to find out the advantages and disadvantages the mainland press environment provides for the development of metro newspaper. Part 2, in the term of media ecological environment, by SWOT some related theories, the article provides some analysis on marketing tactics about metro newspaper from a macro perspective, to summit the advantages and threats in metro newspaper marketing. Part 3, beginning with 4P theory, taking ITimes from Shanghai as example, and comparing with Metro from England in different points of view, the article discusses the marketing tactics of mainland's metro newspaper in a detail way from a micro perspective. Part 4,on the foundation of the last three chapters, it points out problems occu,competitive advantage in the mainland's metro newspaper marketing and forecast the developing trend of metro newspaper.