The Newspaper Media Enterprise Of Market Change Marketing Strategy Analysis

The media pace with the times is far beyond people's imagination. Since the reform and opening up, the local newspaper media have carried out the reform process. Newspaper groups have finished separation into two parts: editing and operating. Distribution, printing, advertising for the main business formation newspaper Group takes distribution, printing and advertising as their main business greatly enhancing the company's distribution and management ability. At the same time, the newspaper digital transformation in recent years, the major mainstream newspapers operate the theme from the first half of 2005, China's print media suffered a widespread crisis in the Run liberation of the media is no exception.Shanghai ZhongRun liberation Media Co., Ltd. is a subsidiary of Shanghai Xinhua Media Co., Ltd who responsible for the advertising business segments. It is the largest print media management company running the Morning News, Shanghai Times, Liberation Daily advertising agent. ZhongRun liberation Media's "Morning News" in 2006 advertising revenue reached 800 million of the highest point in history, but, till today, that number has dropped to 600 million.Print media in the free movement of people cycle in the cycle of the demographic transition in the technology replacement cycle, ZhongRun liberation media also suffered a transformation and upgrading of the challenges that must be faced in the context of this industry.The paper takes ZhongRun liberation media as an example, whose marketing strategy to develop the microenvironment of the "five forces model", and the positioning of its marketing strategy. The paper also pointed out that the contents of the 4P marketing strategy and marketing micro blogging strategy. At the same time, from the organizational restructuring and personnel system is equipped with two angles build their marketing strategies to the personnel security system. Finally come out this article research conclusion. Full text altogether six chapters, the specific arrangement is as follows:The first part is introduction, including the content of the first chapter, this part of newspaper media the reality of the development as the background, mainly introduced the paper research the origin, research ideas, research methods and research significance.The second part is theory,(chapter 2)this part analyses the basic concept of enterprise marketing, development stage and in the development of China at the same time introduced the media advertising value theory and media advertising business strategy theory.Third part for the external environment of newspaper media analysis,(chapter 3) on the newspaper media marketing macro environment based on PEST analysis, respectively by each big media audiences media habits of contrast and newspaper advertising market changes, for example, from the two dimensions of supply and demand change of media marketing has carried on the key discussion.In the fourth part(chapter 4) as the ZhongRun liberation media of the internal environment analysis and face the challenges and opportunities, its marketing strategy development of the micro environment is the "five model" analysis of its marketing strategy and positioning, points out its 4 p marketing strategy and implementation method, and formulated the practical solutions in the transformation of marketing and new media.The fifth part(Chapter 5) prepared through the front theory and case analysis, concludes that ZhongRun liberation media CO., LTD Marketing strategy and implementation content.The sixth part(Chapter 6)Research conclusion...