Research On Marketing Strategy Of Yunnan Information Daily Under The Background Of The New Media

With the rapid development of the Internet and the new media,Traditional media,especially newspapers,have been greatly affected.In response to the increasingly competitive environment,many newspaper groups have begun to develop new media.In order to enhance competitiveness and achieve sustainable development,the newspaper groups actively promote the transformation and upgrading of media and provide customers with more and better products and services.The competition of newspapers is fierce in Kunming,so the development of Yunnan Information Daily is not optimistic.Yunnan Information Daily must calmly analyze marketing environment,change its marketing strategy and integrate its advantages with new media in order to be in an invincible position in the competition.This paper takes Yunnan Information Daily as the research object.Through PEST analysis model and SWOT analysis model,this paper makes in-depth research on the environment,opportunities and threats of Yunnan Information Daily,as well as its advantages and disadvantages.The paper also analyzes the marketing strategy based on STP theory 4Ps theory and 5C theory,and puts forward some suggestions and opinions on the marketing of Yunnan Information Daily.I hope it can provide reference for the marketing of Yunnan Information Daily in the Internet era,and also provide some ideas and methods for other newspapers to deal with the challenges of new media.