On Strategy Of SD Group Primary Market

As the publication of culture industry rejuvenation plan,cultural industry rejuvenation has been highly regarded as national strategy, which will make Chinese media values further realized, thoughts further liberated, opening further strengthened. And it also brings unprecedented opportunities and challenges to the media industry. The news media competition, especially the newspaper media encounters severe challenges.Nowadays, the newspaper advertising revenue and distribution tends to decline, as a regional top paper media--SD group is not an exception. This article will focus on the distribution problem which is one of the four wheels of newspaper, which are editing and interviewing, distributing, advertising and printing problems. Based on the analysis of newspapers in Shenyang now, the market main rivals, Shenyang Journal, Shenyang Evening, Liaoning journal, Liaoshen Evening, and Huashang Morning,we come to know how to keep the top place for Shenyang Evening and Liaoshen Evening according to their distribution structure,market share,market coverage and advantages and disadvantages. Market competition strategy will be the key to keep readers’loyalty to the maximum extent.The newspaper as a kind of special merchandise, its marketing strategy choice has particularity and universality, with Keteler’s words,"if the company produce appropriate products, set the appropriate price, using appropriate distribution channel, and supplemented by the appropriate promotion activities, so the company will achieve success"(Keteler,2001). So the core of marketing activities is to, develop and implement effective marketing combination.This article finds out the existing marketing strategy existing problem and reasons through SD group history description and the analysis of its internal and external environment. It uses4PS marketing theory,4CS theory to analyze SD group marketing strategy. The SD group is now at the stage of planning and market transformation, which makes Shenyang daily and Shenyang Evening News market positioning fuzzy and keep its product concept and marketing concept. It is lack of marketing concept. The Shenyang Daily depends mainly on administrative means to promote, the Shenyang Evening News, mainly by means of price promotion. Editing, advertising, promotion are separated into different parts, lack of organical combination of product, price, channel, promotion, which led to the circulation marketing strategy choice is only problem orientation and the chance guidance, so that the circulation and advertising revenue are lack of stability and sustainability. This is the leading cause for enterprise poor performance.By using4PS,4CS marketing theory tools, the thesis analyzes SD group’s issue of the brand, service, channel, and promotion marketing strategy and puts forward the SD group distribution marketing strategy implementation and the organizational safeguard measures.