The Study Of Marketing Strategy Of Shenhua Energy Newspaper

The newspaper media marketing of China start in the commodity economy era, and then to its developmentin the market economy era.It has made great advances.However, with the emergence of the Internet, network economy era with the basic characteristics of network, digital & information, hit the traditional newspaper media especiallyhardand brought great challenges. Its marketing environment has undergone tremendous changes.As a traditional paper media, Shenhua Energy Newspaper was also badly affected. Combined with the emergence of new economic norms, its development is becoming more and more difficult. The drawbacks of the newspaper collecting, editing and management strategy also seemed less competitive. It is difficult to adapt to the market environment under new norms and the requirements of sustainable development strategy.As the mainstream media of Shenhua Group, Shenhua Energy Newspaper has realized these challenges. In this paper, by the analyzing tool named SWOT Analysis of Shenhua Energy Newspaper, It try to find out the advantages & disadvantages of newspaper media and potential threats & opportunities. According to the research of Shenhua Energy Newspaper marketing strategy, the marketing problems were found and some innovative marketing suggestions were put forward which can be used for others. I hope these measures can bring some enlightenment to the development of Shenhua Energy Newspaper in order to achieve the vision of create the domestic first-class enterprise media.