Research On The Marketing Issues And Improvement Of "NF Weekend" Under The Background Of Micro-reading

The rapid economic development has greatly promoted the improvement of people's living standards and lifestyle changes.With the popularization of mobile networks and mobile terminals people's reading methods have undergone a huge change.In this context,micro-reading has gradually become an important way for people to obtain information.Because this reading method meets the needs of people's fast-paced lifestyle,the micro-reading market continues to grow and develop,which has formed a huge challenge to the traditional newspaper industry.This requires newspaper companies to change their traditional marketing strategies to better adapt to new market demands.The "NF Weekend",as a domestically influential newspaper,also faces problems such as changes in consumer reading patterns and the urgent need for reforms in marketing strategies.To this end,this article takes "NF Weekend" as the research object,in-depth analysis of the marketing problems and improvement research of newspaper companies in the context of micro-reading.Focusing on the marketing issues and improvement research of "NF Weekend" under the background of micro-reading,this study has combed the current status of "NF Weekend" marketing management in detail,and summarized the existing marketing problems,these problems include five aspects: marketing homogeneity,ineffective brand effect,neglect of audience reading needs,lack of diversified competitiveness and lack of innovation in marketing methods.Then this article further analyzes the causes of these problems from the aspects of leadership,group management system,marketing business personnel,marketing concept and market competition mechanism.Based on an in-depth analysis of the marketing issues of "NF Weekend",this study further proposes the marketing management improvement strategy of "NF Weekend" in the context of micro-reading.Specifically,these improvement measures include avoiding homogenization and implementing alienated marketing;brand extension,highlighting personalized marketing;people-oriented,focusing on audience habits;building diversified marketing models and innovative marketing methods based on micro-reading and other measures.On the whole,these improvements not only help "NF Weekend" adapt to new market demands,but also help similar companies in the impact management under the background of micro-reading have certain reference significance.