1912-1934 "declaration" Of The Marketing Strategy Research

Shen bao, as the most influential newspaper in old China, has a history of78years from its first edition to the final issue, which recorded and witnessed the vicissitudes and the difficult history of the modernization of China since the late Qing Dynasty. As a model of the modern business newspapers, the successful market-oriented mode of operation of Shen bao has cast its glory. This paper mainly focuses on its marketing strategies which played a major role in the period from the1912the beginning of reform and modernization to1934the entering of great prosperity, and tries to sort out, summarize and make my own thinking. The basic structure and main contents are as follows:The introduction part mainly introduces the research background of the thesis, research goals, time defined, the current research and the basic framework and innovation.The first chapter describes the overview of the development of Shen bao form1912to1934, followed by the analysis of marketing environment of Shen bao which is discussed from both the macro and micro respects.The second chapter is the main part of this paper, which is based on the modern marketing theory, and its development facts form1912to1934as well. It focuses on four aspects, such as the product, price, place, promotion, and complemented by its special marketing strategies in order to conduct a comprehensive analysis and combing of Shen bao.The third chapter is the conclusion part, which mainly summarizes the marketing strategies taken by Shenbao in the process of the market-oriented operation, and hope to provide useful and inspiring ideas to present newspapers in China in terms of marketing strategies in order to obtain breakthroughs and innovations in newspaper marketing.