A Scheme Of Disseminating And Promoting "Zjnewsapp" Mobile Client

"Zjnewsapp " mobile client as the one of Zhejiang Daily Group’s new media matrix core products,formally launched in June 16,2014.At the beginning,It was treated as the first stage of political and economic news in Zhejiang Province, focused on highlighting the characteristics of the party newspaper, Zhejiang characteristic, original features, open features, shaping the image of the authority of the media, propagating the mainstream media voice, trying to explore innovative practice that seizing the mobile Internet Heights.The downloads of "Zjnews" surged from the end of September 2014, and in one fell swoop rushed into the Apple Store news free charts Top3, the number of users in November to successfully break through 2 million, by the end of 2014, has a total of about 5.08 million active users amount, covering various cities of the province.With the increasingly fierce market competition, the effect of the original single way to promote is limited, the team of operating "Zjnewsapp" begans to explore the market-oriented model.In this context, the scheme treats operations of the new media,channel and brand as the starting point, proposes a communicating and operating mode to expand market share and enhanced the brand influence of "Zjnews".The first chapter wil introduces the background of whole scheme, goals and ideas,mainly to elaborate the significance of the topic and planning methods.The second chapter will make macro environmental analysis on the development of mobile news client, While making detailed analysis on the market background, competitive product and the user of the "Zjnewsapp".The third chapter will describes the previous communicating and operating mode and analysis the date of corresponding effect.The fourth chapter will treats operations of new media,channel and brand as the starting point,statestheir respective communication strategy.The fifth chapter will briefly describe the impact assessment system and dimensions.The last chapter will focuse on the present plan to do some reflection and summary.