Research On Paper Media Marketing Strategy In New Media Era

With the advent of the new media era,the operation of traditional media,especially paper media,has had a huge impact.Therefore,how to make full use of the new media technology,integrate the resources of its own advantages,strengthen the awareness of the mainstream,enhance the comprehensive competitiveness and realize the double harvest of economic and social benefits is the problem that must be solved at the moment.Starting with the reality of traditional paper media,this paper analyzes the difficulties and challenges faced by traditional paper media in the new media era,analyzes why traditional paper media has marketing difficulties,and uses L as a case to study the marketing strategy of traditional paper media to solve the dilemma and help the whole country's comprehensive newspaper media to deal with the current difficulties and the difficulties.The challenge of the new media.In this paper,the PEST tool analysis method is used to analyze the industry policy environment,economic environment,social culture environment and technical environment of L newspaper marketing,to clear the current operation form and to prepare for the specific marketing strategy.The paper focuses on the survey and marketing of the L newspaper in 2017,and mastered a large number of first-hand materials about L newspaper.On the basis of the information about the distribution of L,the composition of the capital and the analysis of the operation of the advertisement,the paper makes a questionnaire survey and Analysis on the target audience of the L newspaper with the help of the L newspaper and summarizes the influence of the L camp.The main factors and problems of the marketing development.Aiming at the problems in L newspaper marketing,we choose "4I" marketing strategy as a specific strategy to solve its marketing predicament.Combining the two marketing methods of precision marketing and word of mouth marketing and the interesting,interest,interactive and individualized design factors of "4I" marketing strategy,this paper puts forward a marketing strategy suitable for L.The specific implementation effect of the L marketing strategy is analyzed and evaluated,and the application value is found out from the actual work.It has played a good reference for the comprehensive promotion and application of marketing strategy.ItAs the interdisciplinary research results of marketing and communication,this topic has made some innovations on the domestic traditional media,especially the paper media marketing theory,complements the existing defects in the present research,and has obtained certain theoretical results.It has a certain value for the rich marketing theory and the paper media marketing theory.