Research On The Activity Marketing Of He Fei Evening News

With the rise of the impact of the Internet and the rise of new media,traditional media profit model has been challenged.Various newspapers have been innovating in the way of "selling content" and "selling advertising",which is called "selling activities",that is,the media promotes its brand awareness and profits through activities.This paper mainly studies the marketing activities of the "Hefei Evening News",analyzing a vast literature on marketing activities in the integration of the marketing activities,with nearly two years of "Hefei Evening News" carried out,in which several major brand activities for the specific case,to study the characteristics of the "Hefei Evening News" with the analysis of its marketing activities.In the presence of organized activities in the problems and puts forward some constructive suggestions.This paper first analyzes the media marketing activities,the use of integrated marketing theory,the survival status of the current media attention economy theory analysis,points out that it is necessary to activate the media market activity marketing.On this basis,the "Hefei Evening News" activities focusing on the marketing analysis,draw the characteristics of "Hefei Evening News" marketing activities are close to the market,seize the focus;brand output,integrated marketing campaign,three-dimensional communication.It is found that there are some problems in the process of marketing activities in Hefei Evening News: the lack of professional operating institutions and talents,the large number of activities and similar content,lack of activity industry chain development.In view of the above problems,put forward countermeasures: to create excellent planning and implementation team,subdivision activities market,differentiated marketing,construction activity industry chain,the development of commercial value.The development of new media will change the development trend of activity marketing,and the future activity marketing will develop towards two directions: cross media marketing and brand marketing.