Research On The New Media Marketing Strategy Of S Evening News From The Perspective Of New Media

With the development and progress of network information and digital technology,new media products emerge spontaneously.Nowadays,people's life more and more can not leave the new media,the New Media Product Marketing Development tendency also more and more receives the public attention.In this context,the development of new media is more and more attention by the newspaper group,the new media in the newspaper group business activities in the proportion is also growing.For the customers,they hope the new media can meet their more personalized needs,so the major newspaper groups are actively expanding the new media business,through the new media to provide customers with more quality services,and in order to achieve the expansion of business,reduce costs and increase profits.In this paper,s evening news new media as a case study,the analysis of its marketing strategy.This study starts with the marketing status quo of s evening news'new media,evaluates its marketing status quo by using the mold and evaluation method,and finds out the existing problems of its new media marketing,then it analyzes the external environment it faces from both macro and micro aspects,points out its advantages and disadvantages,opportunities and challenges in developing new media business,and according to its market orientation and target market,put Forward S Evening News New Media Marketing Strategy Optimization measures and implementation of protection.Specifically,the research content of this article mainly includes four aspects:First,the background,significance,ideas,methods and innovative points of this paper are introduced,and the relevant research results at home and abroad are summarized,this paper expounds the concepts of new media and new media of newspaper industry,and points out the application of 4P theory and relevant analysis methods in articles,from the internal and external aspects of its new media marketing environment was analyzed,and the use of mold and comprehensive evaluation of the s evening news new media marketing status evaluation,then it points out the existing problems and causes of the new media marketing strategy of s evening news,and puts forward the market positioning of s evening news new media as well as the specific optimization measures of the marketing strategy,based on the advantages and disadvantages,opportunities and challenges of s evening news in developing new media marketing,and STP theory,this paper determines the market orientation and target market of s evening news new media,then it optimizes its marketing strategy from four aspects:product strategy,price strategy,channel strategy and promotion strategy.Finally,it puts forward the implementation safeguard measures of s evening news new media's marketing strategy,in order to improve the market competitiveness and enlarge the market share of s evening news new media,it is necessary to optimize the organization structure,improve the technical level,pay attention to the training of talents and perfect the data management.New Media has the advantages of less investment and higher return.With the abundant resources and brands of newspaper groups,professional gathering and editing teams and mature publicity channels,it can not only meet the needs of the audience,it can also meet the needs of newspaper groups to become truly influential mass media and their economic benefits.As a result,new media has become an increasingly important business for newspaper groups.Through the research of this paper,on the one hand,we have made some innovations in the marketing theory of the domestic traditional media,especially the paper media,on the other hand,the article puts forward the diversification strategy of s evening news'new media development,as well as the multiple ways of making profits,it plays an important role in improving s evening news'competitive strength in local new media and promoting the long-term development of s evening news.