Research On New Media Services Marketing Strategy Of K Public Relations Corporation

With the fast development of Internet and new media, which features in digital, real-time and networking, triggers great changes in marketing approaches. Traditional public relations service could no longer satisfy the marketing demand of corporations in the information economy era. Refining marketing strategy of public relations corporation to adapt new media and to provide new media public relations solutions for its clients has become an important and urgent issue.Since its foundation, K public relations(KPR) corporation has been providing traditional public relations service for its clients, which mainly comes from FMCG to export product manufacturers. Main business ranges from marketing activity planning, conference planning and execution, advertisement campaign planning and execution to copywriting composition. By the middle of 2010, as SINA Weibo launched the market and attracted large number of users, clients of KPR tended to adapt Weibo as a new public relations channel. More significantly, widely use of smart phone along with various communications mobile applications such as We Chat and facebook provides greater opportunities for public relations in the industry to apply new media. Under such circumstance, a number of new entrants in public relations industry start to focus on providing new media public relations solutions. As the marketing grows incredibly fast, traditional public relations service firms begins to adjust marketing strategy, attempting to enter the market of new media. KPR, therefore, needs to figure out its marketing strategy in the new era.This research aims to figure out a marketing strategy that is appropriate for KPR to compete in the new era. Based on the 4Ps and STP analysis of KPR's new media services and the research on its marketing strategy, the proposal could provide KPR with niche market strategy in launching new media services. The analysis of KPR could help the corporation in better understand its strength as well as its opportunity, while the research on its marketing strategy enables KPR to segment the proper market and implement appropriate marketing mix. Moreover, from the research of KPR's marketing strategy, it is referable for the micro-size public relations industry to examine the marketing strategy in adapting new media, and also in the way to implement related service for their clients.