Marketing Strategy Research For Media Company Under New "Advertisement Law"

The new "Advertisement Law",promulgated in 2015,is regarded as the most severe in the history of advertising law.It sums up and absorbs the 20 years of experiences from the 1995 one,responses to a series of hot and thorny issues of social concern,and further improves the current advertising management policies from a legal perspective.In 2016,to standardize the Internet advertising activities,the State Administration of Industry and Commerce further issued the "Interim Measures for the management of Internet advertising" as a supplementary rule for the new " Advertisement Law".In such a legal context,how the media companies,as the main body of advertising campaign,will be affected?How do they adjust the marketing strategies?These questions are the ones that present paper tries to solve.In this paper,taking the H media company,which is qualified as the first grade advertising enterprise in Fujian Province,as the research object,the marketing strategy and the marketing challenge under new "Advertisement Law" of the media company are analyzed adopting the marketing theory.On the basis of 4P theory,the discussions are focused on the product,channel,price,and promotion to find out the feasible marketing strategy for H media company as well other media company.By such strategies,it is expected that the media company can easily confront future market under the influences of new laws and rules,so that play its advantages better,create unique brand products,fully excavation of its own potentials,enhance its core competitiveness,and finally achieve sustainable developments.