Research On Strategy Of Print Media Product Protfolio Under Mobile Internet Trends Case Study

With the advent of the era of mobile internet and the development of information technology,the current media trends has undergone profound changes,among which,the traditional print media field is the first to be subverted.The survival of print media is facing challenges such as audience transfer,sharp decline in advertising revenue and copyright infringement.However,opportunities and challenges coexist,and new technologies brought by mobile internet also bring new living space for print media:shorten the production process of news;expand the scope and speed of news products;enrich the performance of news reports;enhance interaction with the audience,and so on.Traditional print media shall rebuild their product protfolio in the process of administrative transformation in order to face the opportunities and challenges brought by mobile internet,and the meanwhile seek the survival way under the new media trends.This paper chooses the product mix strategy of plane media as the research object,explores the influence of innovation,practicability and interaction of media content and form on users under different product mix strategies,and combines the theory of product system design,content marketing,new media marketing and brand marketing.Through case analysis method,Boston Matrix Method is used in this paper to analyze depth,width and relevance of the current situation of the products of newspaper B.Specific measures are put forward to expand,reduce and increase the added value of existing products,and accurately locate product projects according to market demand.To pursue the profit maximization is the first target for print media industry,as well as other enterprises.Print media shall guarantee the basic service,such as product enhancement,design and after-sale services to achieve the profit maximization.Secondly,keep an eye on competitors' products and demands of the market.Futhermore,print media shall diversify the product portfolio,adjust product structure and always maintain the dynamic balance of products,so as to maximize the brand effect and profit of products.The competitiveness of products has been enhanced,which is conducive to the extension and development of the industrial chain,the expansion of industrial scale and the promotion of enterprise visibility.