Research On Marketing Strategy Of Paper Publicationin The New Media Age

Internet communication and digital technology propel publishing industry into an era of new media. In the era of new media, digital publishing industry rockets rapidly which brings to huge impact and challenge for the print publishing industry. The total circulation of print publication drops continuously. Marketing becomes the crucial factor for print publishing which not only converts challenge into opportunity but also brings about development and prosperity during the competitive marketplace. In the era of new media, marketing for print publishing is widely concerned and focused by publishing industry.The marketing strategy for print publishing is lack of initial analysis of its own development status and marketing environment. This passage can use SWOT analytic method of economics to thoroughly explain the advantage, disadvantage, internal opportunities and external threats in the competitive marketplace on the basis of researching and analyzing for publishing status and release status. According to the SWOT analyzing result for print publishing, this passage will use “4P” marketing theory, product life cycle theory and integrated marketing communication theory to conduct analysis and research for marketing strategy of print publishing from four perspectives of product strategy, value strategy, channel strategy and propaganda strategy. This passage will delve into the future direction of marketing strategy for print publishing.