On The Integrated Marketing Communication Strategy Research Of Hunan Daily

Hunan Daily is an official daily newspaper in Changsha which hosted by Hunan Provincial Party Committee. Hunan Daily was set up on August 15th 1949, after more than 60 years development, now it has got great achievements both in marketing and management. But if Hunan Daily wants to keep its superior and look for a new point of growth, it should bring in integrated marketing analysis in future planning. At the same time, Hunan Daily is a typical case, whose integrated marketing analysis can be taken as the example of other metropolis daily newspapers.After analyzing the background of Hunan Daily and the situation of the journalism market's competition in Changsha, discoursing the history and-circumstances of Hunan Daily, the article get a conclusion that reform and innovation are vital to Hunan Daily if it want to keep the first place in Hunan province, so that the integrated marketing analysis should be the best choice to Hunan Daily. The article puts emphasis on analyzing Hunan Daily's orientation, publication and advertisement marketing, which are the three important sections of newspapers marketing. The analysis suggests that, in order to continue its brand image of "the influence on Hunan", Hunan Daily should refix its position by segmenting the market and locked its target readers.The article points out that, to set up the cubist integrated marketing, it is important for Hunan Daily to build up its own readers'database, reintegrate resources both of society and its inner, coordinating with the publication marketing and the advisement marketing. In order to increase the incoming, Hunan Daily should set a unique sales topic and realize an effective publication marketing by running section marketing, controlment marketing and target marketing. At last, the article suggests the key points of integrated marketing analysis of Hunan Daily, and concludes the research findings, the limitation of the article and also the revelations to other newspapers.The article, using the qualitative analysis and quantitative analysis, comprehensively analyzes the integrated marketing of the Hunan Daily. In the qualitative analysis, it takes relative theories and cases of communication, media management, marketing, media marketing etc., some data published by Hunan Daily and some market investigation results on Hunan newspapers market as references. The quantitative analysis mainly analyze the data from CMMS,CTR and so on.