Inner Mongolia Daily Media Group Newspaper Pricing Optimization Research

Inner Mongolia Daily Newspaper Office keeps up with the pace of national reform of the cultural system and integrates the newspaper resources in order to set up a general media group, including newspaper, printing, network, real estate, hotel industry, etc., Inner Mongolia Daily Media Group has continued to grow and develop since several yearsago. But the newspaper that is the Group’s main business should always become the core. Most of newspaper revenue comes from issuance and advertisement. As the advertisement can be compared to newspaper’s supplies, the issuance is the center of the newspaper’s life. Although the market competition is more and more intense, theshare of newspaper advertisement is less and less, newsprint is more and more expensive, and all kinds of costs are higher and higher, some newspaper offices still take measures to achieve the target circulation. The newspaper offices expand the circulation so as to obtain better economic benefits. As a result, the newspaper pricing has become the central question.The paper deeply sorts out the price status quo of two different types of newspapers in the the Group by using the relevance theory of value and price and taking Inner Mongolia Daily Media Group as a case. Compared with relevant industry, the paper analyses the problems related to pricing and the financial consequences resulted from pricing, and then puts forward the price optimization strategy for Inner Mongolia Daily Media Group.