A Study Of Customer Value Oriented Marketing Stragety Of Forbes China New Media Business

New media were generally considered to be the fifth media following the print, outdoor,radio, television media, new media has completely changed the way today how people getinformation, the way of thinking. Emergence of new media facilitate a complete mediarevolution, and now based on Internet technologies, here comes with PC, mobile phones,tablet PCs and other new media forms. The emergence of new media, enabling advertisersmore diverse marketing forms. More and more advertisers began to examine existingmarketing strategy, use new media as marketing tool. Compared to Europe and otherdeveloped countries, China’s new media industry is still at early bird stage i.e. learn bydoing.Forbes is a97-year-old media brand, in2003launched the first Chinese version of themagazine, and launched Chinese website in2010. Because the site started later comparedto other competitors, for lack of an absolute competitive advantage in the case, the Chinesebrand of new media platform did not achieve market recognition commensurate with itsglobal and national brand image. Inability to achieve the expected advertising revenue,sales&marketing&production teams’ turnover rate stay at high level, it also cause lowerefficiency of business development, and company’s attitude towards new media business isneither give up nor optimistic. Under such kind of circumstance, the purpose of this paperis to leverage different analytical methods and conduct research by reviewing internal andexternal environment to help find right position of Forbes China New Media, andunderstand industry competition, media issues and find their own characteristics, toestablish more targeted marketing strategy such as CUSTOMER VALUE ORIENTEDMARKETING STRAGETY OF FORBES CHINA NEW MEDIA BUSINESS.This paper is divided into seven parts and intended to do in-depth theoretical discussionfor the media industry, to prove customer value oriented marketing system is doable, it canplay a positive role in an increasingly competitive media industry, implement of customervalue oriented marketing strategy will certainly demonstrate some practical usefulreference to all media players in the marketplace.