The Analysis Of Deepening The Market Management Under The Context Of Media Convergence

Revolution is happening in the newspaper industry because of the impulse created byinternet and social media in this modern world. The development of internet and new mediachannels is the main reason why people do not like choosing to read newspaper, and as a result,advertising fee of newspaper is decreasing. The recession of newspaper industry cannot bestopped because the number of demand is sharply reducing. To sum up, the best time fornewspaper industry is over. However, the newspaper industry still has vitality in a long-timeperiod. The enterprises in newspaper industry should be revolutionary either. They need to find away to be different, to make innovation and bring some new ideas.In this industry revolution, the traditional way of publishing like paper edition is supposedto be instead by digital publishing. However, many enterprises serve their information on internetfree of charge, which leads a wide range of loss including decreasing the profit and losing manyreaders. Even though the huge pressure was given by public, Dazhong Newspaper Group gave agood example of insisting on newspaper publishing by using deepening the market managementin the past decade. Dazhong Newspaper Group segmented their market focused into differentparts such like administrative area, economic, industry sector, network media, radio andtelevision network etc. In order to make better services to their core readers and attracting newreaders, Dazhong Newspaper Group has focused on supporting meticulous information andplatform as a competitive advantage of their organization strategy.This dissertation will taking Dazhong Newspaper Group as an Example to talk about how touse deepening the market management to enhance the main service in newspaper industry.Details will include the content of reports, the newspaper marketing, social media andbroadcasting network. The main target is to find a new way for newspaper industry to be furtherdevelopment by using Dazhong Newspaper Group’s deepening the market management.There are five parts in this dissertation. The first part is to analyze the background of themedia environment and the newspaper market to find the newspaper industry’s developmentaltrend. Secondly, the deepening the market management will be analyzed in three differentaspects. This part will illustrate why this strategy could differentiate market, support informationmore effectively and make better services to readers. Thirdly, the marketing strategy will be analyzed in details. This part will talk about the marketing system, including market targeting,market expending, market segmentation, market channel, building the industrial marketingterminal and risk prevention. The forth part will concentrate on other social media like internetand TV program. This part focuses on how other social media and newspaper could worktogether. The final part will do a SWOT (strength, weakness, opportunities and threats) analyzefor the strategy.In recent years, people in newspaper industry and academia recognized that the industrydevelopment needs to cooperate with the network media much. However, this dissertationsupports that it is not a good way to rely on other social media too much before a profit modeand scale benefit system are built. Newspaper industries need to be innovative by usingdeepening the market management effectively to expend the scale. The data in this dissertationwas collected by the author herself, quantitative research and qualitative research is used byinterviewing Dazhong Newspaper Group. Because of limited time period, this dissertation is farless than perfect. There is still much insufficient information in this report. Thanks to all tutorsand any suggestions.