Research On The Marketing Strategy Of RB Newspaper

With the rapid development of new media, printed media camp has been impacted increasingly. As a newspaper founded in 1982, the issue of administrative subscription has been taken by RB newspaper. However, with the continuous development of new media market, the government financial impact, and the consumer reading habits change, RB newspaper is experiencing unprecedented challenges and market operation should be formulated in accordance with its own development strategy to improve competitiveness.Transformation has been taken by RB newspaper positively, for instance, cooperate with Health Committee after a merger with Family Planning Commission, strengthen cooperation with the hospital and new media, etc., but the transformation road is not smooth for RB newspaper which has been referenced by industry barriers, and the market role absence of long-term, including a series of management issues. There is also a big resistance for RB newspaper in the process of market operation strategy formulation and implementation.For this purpose, the strategy of vertical integration in the forward and the strategy of diversifying the relational development strategy should be taken by RB newspaper after the analysis which through the basic management situation, internal and external environment,market operation, using tools such as G-PEST and porter five model, also combing the theory of market operation. At the same time, RB newspaper should use mold industry influence, the whole media strategy, new media and advertising activities such as strategy implementation to ensure the success of market operation strategy implemented smoothly.The market operation way of the RB newspaper is a microcosm of the traditional print media, which need to adapt to the new media law of development, high quality team of new media reporter should be expanded to realize the market strategy successful under the new media environment. In addition, the news product added value and the market operation strategy under the new media environment layout should be enhanced gradually by RB news paper with external and internal investment.