A Study Of The Transformation Of Marketing Strategy On Newspaper In The Digital Era——Taking YNXXB As An Example

In the digital era, the rapid development of Internet technology, promote the rapid development of the new media technology. They are bringing convenience to people’s lives, also makes the traditional newspaper industry feel the unprecedented challenges. This thesis combs the domestic and foreign newspapers in transition, exploration of new marketing model approach, combined with the actual situation of a local representative newspaper——YNXXB as an example, show the ongoing exploration, sort out some of its problems, analysis the marketing transformation space may exist in practice, in order to find some feasible path.This thesis focuses on the3,4,5chapter, through the macroscopic analysis (PEST analysis), and micro environment analysis, to determine the opportunities and threats of Newspapers Marketing Innovation. Then in the index of "occupation", YNXXB’s opportunities are determined in the SWOT model. After comprehensive analysis, finally draws the innovation of marketing target through the content, channels, revenue, and communication and other aspects of the idea of YNXXB. Through participant observation, content analysis, case analysis, literature analysis and comparative analysis and other methods, the thesis presents some specific methods on the transformation of marketing strategy on newspaper.