Based4C’s Media Marketing Strategy Paper

"Lanzhou Morning Post"by the"Gansu Daily"newspaper sponsored a reader’s Metropolis for Lanzhou city, in January1,1997was officially inaugurated.Morning issue facing the country, distribution network throughout the various districts of Lanzhou City, the newspaper covering the province’s14prefectures and86counties. However, with the rapid development of the Internet, leaving traditional paper media, especially in a comprehensive ideological known newspaper space is getting smaller. In this paper, the status quo of traditional print media, new media era traditional paper analyzes the practical challenges of the media to find out the traditional paper media beleaguered reason,"the Lanzhou Morning Post," the practice of traditional paper-based media crack plight of marketing strategy for the integrated national newspaper media respond to the challenges of new media for reference.In this paper, combing the relevant domestic and international marketing theory to the theory of4C’s basis, by analyzing the " Lanzhou Morning Post" Development of operating conditions, summarize " Lanzhou Morning Post " The current marketing presents the characteristics of the " Lanzhou Morning Post," the external macro-environment and diagnostic analysis of the status of competition in the industry, elaborated," Lanzhou Morning Post" newspaper marketing problems faced, and further analyzes the reasons for marketing problems, the integrated use of theory with practice, comparative analysis and other methods to interpret the meaning of newspaper marketing, propose appropriate suggestions in order to be able to provide practical and healthy development of the newspaper marketing guidance and theoretical basis.