The Research On The Exhibition Tourist Marketing Strategies Of Langfang Daily Newspaper Office

The Chinese Newspaper Advertising Market Analysis Report issued by China Advertising Association Press Branch and CCTV Market Research Media Intelligence News reveals that the number of newspaper advertisement in 2015 decreases most sharply among the traditional medias,reaching 35.4%.And its occupied area in newspaper also decreases,reaching 37.9%.35.4%decrease proves the deceasing characteristics as "cliff" of domestic newspaper advertisement.The newspaper advertisement has been decreasing for 5years,there is no doubt that newspaper advertisement meets the hardest developing period.The reason for this is the rapid development of communication and information technology,the spread of Internet and mobile network,the change of spreading techniques and the change of social resources,market resource allocation mode.Currently,the development of spreading techniques brings the change of the means of business marketing.The traditional single newspaper advertisement cannot meet the needs of business marketing.In the practice of traditional media,especially the paper media,they try to get over the single management patterns;they have been in the way of transcending trades and professions as well as multiple developments for hundred years.The Exhibition Tourism,including the business activity,meeting show and tourism,is a rapidly developing industry.It has attracted more and more attention from global tourism,and gotten unprecedented development in China in recent years.In recent years,in the practice of advertisement management,hosting activities,especially exhibition tourism,is used to boost the advertisement has become the spontaneous practice of many Newspaper Offices that have the advantages of media propaganda and advertisement customer resources.Some Newspaper Offices make exhibition tourism an independent business and develop it greatly,which has made great progress.In the practice of Langfang Daily Newspaper Office,the hosting of annual meeting,exhibition and festival has stopped the decrease of newspaper advertisement,at the same time;the number of Newspaper Office has increased.The basic theory of exhibition tourism and exhibition tourism marketing are analyzed in this thesis in order to make clear the concept,type and characteristic of exhibition tourism.And the relevance between newspaper office and exhibition tourism as well as the developing exhibition tourism,the significance is also analyzed.What's more,this thesis also includes the concept of exhibition tourism marketing and the study at home and abroad.The environment and current situation of Langfang Exhibition Tourism is analyzed by the means of survey and questionnaires.The problems of Langfang Exhibition Tourism marketing are analyzed in this essay to get a conclusion that there are both valuable experience and problems in the process of developing exhibition tourism.This essay is not just limited to Langfang,but in the city of Beijing Tianjin and Heibei,SWOT analysis is used to figure out the advantages and challenges in the development of Langfang Exhibition Tourism.Targeting marketing,differentiated marketing,4P marketing,service marketing,relationship marketing,brand marketing,network marketing and green marketing are used to discuss the marketing strategies of Langfang Daily Newspaper Office.The main purpose of this thesis is to improve the managing efficiency of Langfang Exhibition Tourism,in the chapter of The Marketing Strategies of Langfang Daily Newspaper Office,the idea that Langfang daily newspaper office establish main market in the foundation of Beijing Tianjin Hebei;emphasizing local features and prepare well for "11th" Happy Festival;divide targeting market and develop project;strength service marketing and improve professional levels;improve price strategies and rich promoting techniques;maintain public relationships and broaden marketing channels;carry out network marketing and host network show;strength the brand marketing and keep incredibility;carry out green marketing and keep sustainable development.I hope to use the improvement of marketing to increase the revenue,solve the difficulty and make the exhibition tourism get diversified development.And at the same time,it is hoped to boost the development of exhibition tourism in Langfang and in Beijing Tianjin Hebei.Document analysis method,investigation and analysis method and case study method are used in this essay,Marketing,Conferences and Exhibitions and Management are also used to analyze the topic,and the principle of this thesis is all-round,dialectical and comprehensive.On the basis of previous theoretical research,the relationship between exhibition and exhibition tourism,the relationship between newspaper and exhibition tourism and the significance are analyzed comprehensively.The marketing strategies of newspaper,especially the local newspaper exhibition tourism are analyzed comprehensively by the means of interdisciplinary study.This thesis has some values for both Langfang Exhibition Tourism and other areas Newspaper Exhibition Tourism.