Advertising, Marketing Strategies Metropolitan Newspapers

In the face of the global decline of paper circulation, the paper advertisement has sunk into trouble. The indication of readers lossing, reading time decreasing, new media strong development, market environment altering have serious effect the develpment of paper industry.In this paper, the study of China’s newspaper industry development issues and strategy, Jinwan Media Group, for example, in the Press of environmental change on the basis of analysis of the impact and constraints of the group, combined with marketing theory proposed change the plight of the status quo strategy for the newspaper industry in the future development of new ideas.Based on a large amount of data and literatures, the thesis have made a synthesis on the quantitative and qualitative of current marketing strategy of media group by the tool of media marketing, management, and economics. This theis consists of six chapters, except the6th chapter is the conclusion, the remaining five chapters as follows:the1st chapter is the introduction part. In this parts, the thesis advanced the research background, significance, and purpose and adopted method; In the2nd, the thesis made a summary of the theory; The3rd,4th, and5th part is the main body of the thesis, it have tried to analyse by the tool of marketing theory from the current situation of media group. In which, the3rd chater is analysing from4P theory which is including product, price, place and promotion, and the4th chater is analysing from Potter’s five forces model which is studying from5aspects competitive power, and5th is analysing from the strategy of marketing combination by the tool of4P which including product,price,place and promotion, advance my unique insights and make a practical project.