Q Newspaper Advertising Business Marketing Strategy Optimization Research

With the in-depth development of the Internet,a variety of new media keep emerging.In the era of media fragmentation,the emerging new media have brought great impact to the traditional media,especially newspaper media.The transformation of traditional media is from simple digital transformation such as online electronic version and PC terminal platform to facing the challenges of new models and technologies such as mobile Internet and big data.Newspaper advertising has fallen off a cliff since 2012,and newspaper groups have become more determined about the pace of media transformation.Advertising revenue in media transformation is the capital for the survival and development of media,and the formulation of advertising business marketing strategy is particularly important.Q newspaper,a provincial urban newspaper in S province,saw its advertising revenue shrink by nearly three-quarters,from 830 million yuan in 2013 to 210 million yuan in 2019.Nowadays,Q newspaper is facing great operational pressure in media transformation,and it is crucial to make a breakthrough in advertising business marketing.This paper takes the advertising business of Q newspaper as the research object and analyzes its marketing status and relevant data,and combines the modern new 4P marketing mix theory to analyze the existing problems of advertising business marketing of Q newspaper,and analyzes its causes.Then,comparative analysis is applied to compare the advertising business of Q newspaper with that of A newspaper which has achieved initial success in advertising business marketing,then find out some marketing strategies that can be used for reference by Q newspaper.At the same time,questionnaire survey was applied to the advertisers of Q newspaper,and the accurate needs of advertisers were further understood through the analysis of questionnaire data.Then,the marketing STP theory is used to analyze the market positioning of advertising business of Q newspaper.Combined with the analysis of internal and external environment of Q newspaper and the market positioning analysis of advertising business,Summed up the advertising business marketing strategy optimization program of Q newspaper.In advertising marketing,Q newspaper needs to continuously enrich advertising products,strengthen brand publicity,optimize pricing mechanism,increase interaction with users and optimize marketing team.At the same time,it is necessary to optimize the organizational structure,enhance technical capabilities,strengthen data management,optimize marketing incentives to ensure the implementation of advertising business strategy.