Study On Advertisement Tactics Of S Magnine Based On Omnimedia Perspective

While the network media becomes more and more attractive, traditional mediabecomes strenuous in the competition market. Omni-media has become a more andmore popular way to deliver information. Advertising sales being considered as themost profitable point in the traditional media, how to develope and make it moreprofitable advertising sales platform to fit with current Omni-media developmentsituation needs to be considered in the strategy.This research uses S magazine, China’s earliest and biggest fashion magazinegroup and also earlier enterprise to all media strategy transformation,as a case tostudy. Doing researches on traditional media, modern media, Omni-media, marketingand advertising literatures,and also considering research and achievements of formerexperts establish the theoretical base of this research. Based on S magazine’s briefintroduction on Omni-media, strategy, integrated marketing and advertisementtactics,and with the statistical data of traditional advertisement, comparative analysison sales between S magazine and its2big competitors Cond Nast Group and HearstGroup, is made. Then the outside and inside challenges in developing advertisebusiness for S magazine are to found.This paper further analyses the competitive environment of S magazine’sadvertisement business. Focus on the advertisement poster and receiver to analyse thetransformation of core competitiveness of S. With PEST methods, the political,economic, social, technology environment that S group faces and how these factorsaffect S business development is analysed. Then with SWOT analysis, the solution forS’s future business development is offered. In the end, the optimized advertisementtactics of S group is proposed, including setting up the target for advertisementbusiness, re-designing the business platform, Developing more profitableadvertisement business points with comprehensive forms.Hope this study can help guide S group’s advertisement business development.Also as S group is the leader of the fashion magazine media, its experience will alsohas special reference to other fashion media groups.