Research On The Marketing Strategy Of Media Products For Shenyang Daily Newspaper

As the mouthpiece of the party and the interests of the people's maintainer,Shenyang Daily Newspaper was founded on December 15,1999.Sine then became a modern large media group,which owns the newspaper,website,distribution companies,printing companies,main products were newspaper,the main revenue project was advertising.On December 15,1999,Shenyang Daily Newspaper was officially connected to the market,opened up a new management model of taking full responsibility for its own profits and losses.At the beginning of the first decades,according to market situation Shenyang Daily Newspaper was gradually developed,set up different forms of products,for example newspapers,magazines,journals,formed "six reported,two issue,a net"managing pattern,contains "shenyang daily","Shenyang evening news","Shenyang today newspaper","16 or 17 In Ones Life" "Health and life daily","Youth science" magazine.In addition to newspapers,magazines,websites,the group turned to market,formed advertising business center,distribution companies,printing center,news industrial corporation.At the same time,advance to the upstream and downstream industries,operate the new fileds.But in recent years,due to the rapid social development,people's life style and living habits changed,great changes have taken place.As a traditional industry,the newspaper industry has stepped into the "downturn" "declinism" in the life cycle,the newspaper group management methods also appeared a variety of "no indicatio Inappropriate symptomsn",a wave of transformation gradually approaching.Based on the enterprise marketing strategy as the instruction,Shenyang Daily Newspaper as an example,the dissertation was divided into seven parts.First part had analyzed newspaper market environment changes and problems happened in newspaper,put forward the necessity of innovation;In the second part,summarizes on the marketing theory and provides theoretical basis for the research projects.Through the control of the internal and external of the group,found the advantages,disadvantages,opportunities and threats.To determine the company's STP strategy,target market and positioning.After the above analysis,the product portfolio marketing strategy woud be proposed,product,price,channel and promotion.In addition,based on the Internet and the rapid development,shenyang daily newspaper group,positive transformation,using the VR,AR technology promote readers experience,product research and development of audio media,products for old,step into the cultural industrial park area.Hoped that through the research of this paper,we can provide the scientific,effective and reasonable marketing strategy for the transformation of the newspaper,and help the group to implement the strategic transformation.