Media Marketing Strategies Newspaper Network Economy

With the emergence of the Internet and the rapid development of Internet, network, digital and information has come into the basic characteristics of network economy era. As the oldest and largest traditional media, the newspaper is suffering a tremendous influence from network economy. And some great changes have taken place in its marketing environment. The development of the newspaper media in China has three stages, the earlier planned economy era of marketing concepts, the commodity economy era of marketing exploration and the modern era of market economy. The newspaper media marketing has made great development. But the emergence of network media has flung down a challenge to it. What kind of marketing thinking should be used to reconsider the traditional marketing strategy of the newspaper media? How can the newspaper media achieve a competitive advantage in the media competition status?Under background of the network economy, this paper discusses the emergence of the network media and how to give a huge impact on the newspaper media. It puts forward that the development of the marketing of newspaper media requires constant innovation to adapt to the continuous development of network economy. The theories of marketing and marketing strategy combination lay the foundations of the research. Then the analysis focus on the marketing strategy of paper media and network media by the analyzing tool named SWOT Analysis in order to find out the advantages and disadvantages of newspaper media and potential threats and opportunities with respect to network media. According to analysis results, a further analysis was made on Wenzhou daily newspaper group. The marketing problems were found and the suggestions were put forward which can be used for others.