China Daily Advertising Business Strategy Research

Media industry is experiencing a decade full of opportunities and challenges.New media is developing fast while newspaper is not making profit. China Daily, thetraditional newspaper group, has to develop from newspaper media to multi-media tokeep itself active in the market.Domestic business, as an important component of China Daily’s value process,undertakes the tasks of marketing for this newspaper. Its function has to change inparallel with the organization, so as to keep a steady growth of its advertisementrevenue.Thus far, China Daily needs to solve three problems, such as unclear positioning,complicated management structure, and lack of innovative product pipelines.Domestic sales need to make full use of “content, readers and brand” ascore-competitiveness of China Daily, so as to chart a new path for sustainablecompetitiveness.With regard to business and marketing portfolio, differentiation strategy isimportant for domestic sales. It has to create new products catered to variousrequirements of clients thus laying the foundation for enhanced relationshipmarketing.To carry out the marketing strategy, China Daily needs to change its corporatestructure to backup its sales force. Expansion of sales channels and new productdevelopment are also needed.