Research On The Integrated Marketing Communication Strategy Of The Aggregation Of Mobile News APPs "ZAKER"

In recent years,with the popularity of mobile intelligent terminal device and the improvement of the mobile network infrastructure,the aggregation mobile news APPs that can not only collect news from newspapers?news websites?BBS and all kinds of media channels,but also use the way of subscription and recommendation to transmit news has become the chief way for mobile phone users to get information.However,if the aggregation mobile news APPs that cannot product news but can transmit news want to occupy the market for a long time,must not only use algorithmic techniques to aggregate and deliver information that users like and promote themselves through advertising ? promotional methods.It should take advantage of Integrated Marketing Communications to shape the brand that satisfies the demands of customers ? information providers ?advertisers and to develop prolonged stability relationship with them,so as to achieve sustainable development on the basis of win-win.“ZAKER” is the first the aggregation of mobile news APPs in China,the platform is dedicated to delivering value information to elite users.Since its inception in 2011,“ZAKER” has 190 million subscribers and has reached agreements with the authority of news media and well-known brand advertiser.It is recognized as the industry's most valuable and influential mobile news APPs.While the main reason “ZAKER” gets recognized by users?partners?mobile information industry and occupies the market for a long time is that it takes advantage of integrated marketing strategy.So far,the researcher have mainly studied communication strategy and the right to aggregated information about the aggregation mobile news APPs,but it is rarely studied on the perspective of media marketing.The article takes “ZAKER” as the research object,based on the theory of media integrated marketing communication,and deeply studies that “ZAKER” adopts the media environment scanning strategy?precise market positioning strategy and reasonable marketing combination strategy in the process of integrated marketing communication,thus the study reveals reason that “ZAKER” can achieve the win-win of product?users?partners and occupy,but also provides good ideas for the sustained and healthy development of the aggregation of mobile news APPs.The paper also analyzes the shortcomings of “ZAKER” in integrating information?communicating with users?undertaking marketing responsibilities?expanding promotion channels and puts forward improvement measures in order to hope “ZAKER” to go farther and get a broader space.