Research On Marketing Strategy AJN News Client

The rapid development of the mobile Internet has forced traditional media to generate various new media platforms,which once presented a trend of controversy;with the iterative update of technology and the influx of large numbers of users,several major schools of the original media have undergone several blood exchanges and shuffle.In 2014,it was hailed as "the first year of media convergence" by the news industry,and the transformation and development of traditional media has new hopes and directions;five years later,the news client market developed by traditional media has killed the "blue ocean" into a slice " "Red Sea".The new competitors that are constantly being added make users' battles fierce.As a party media party that strives for long-term development,how long can it last?Every frontline worker in every new media is thinking about it every day.problem.Is it really difficult for the clients of traditional media development to have sustainable development?As a "party media" and "party end",what are the opportunities brought by the influx of users in recent years?Let the clients born in traditional media have survivability.It is necessary to "realize" the "ideal" appropriately.Because of the differences in the development environment of foreign media,many foreign newspaper app paid profit models can be referenced but not applicable,and domestic analysis of the profit model of paper media apps is very small.All new party newspapers are learning "dancing with shackles."This article will start with the marketing strategy,taking the new media platform developed by the provincial capital Party Newspaper as an example,and analyze the development direction of the Party News News Client Platform in the next step.First,analyze and judge the development of the party at this stage.Through comprehensive analysis of the macro environment,find development opportunities,and explore the political environment that supports development,the overall better economic environment,the good social and cultural environment,and the rapidly changing technological environment.Favorable environment for the development of the Party News client;Based on the Porter Five Forces model,it analyzes the current threats to the development of the Party News client.Its competitors include not only traditional news clients,but also aggregation news clients and technical information clients.In the end,its potential competitors and alternatives are being watched,and the market-oriented income-generating direction,and further find out the possibility of achieving sustainable development through differentiated competition to reflect the advantages.Further analyze the advantages,disadvantages,opportunities,and threats.According to the analysis results,a swot matrix is constructed to form a marketing strategy combination suitable for the development of new media in the party newspaper,so that the Jinan News client can take advantage of it,avoid risks,and achieve long-term development.Secondly,based on the analysis results of the development situation,a feasibility optimization plan is proposed for the marketing theory of Aijin News Client.In view of the unimaginable development speed of the mobile Internet,the 4p marketing theory born in the 1960s is no longer sufficient to analyze the current ever-changing situation.According to the 4r marketing theory,an innovative cooperation model with"interaction" as the core of the future party newspaper client is proposed,and optimization strategies are proposed through the major elements of association,reaction,relationship,and return.By summarizing the profit points at the current stage,and improving technology to achieve diversified profits,The aim is to improve user stickiness and achieve long-term development.Focus on thinking about establishing a good and stable relationship with customers,not only to achieve profit for clients,but also to win customer satisfaction and social value,and ultimately achieve operators,users,partners Wait for a win-win situation.Finally,the optimization of the strategy is guaranteed from the perspective of organization,system,and talent construction,so that its strategy is more feasible and summarized.It is hoped that this case study conducted by the provincial capital party newspaper platform Ai Jinan News Client will have certain reference significance for winning sustainable and healthy development of new media platforms such as the national party newspaper app.