Research On The Marketing Strategy Of China Daily Website Under The Orientation Of Media Integration

With the continuous advancement of information technology,profound changes have taken place in public opinion,media patterns and communication methods,making media integration gradually become the mainstream trend and important manifestation of the development of today's media industry.Since the 18 th National Congress of the Communist Party of China,the General Secretary of the Communist Party of China Central Committee Xi Jinping has made a series of important announcement on the development of media integration,and issued a number of policies to accelerate the transformation of media integration,and put forward clear requirements on how to promote the development of media integration to in-depth development,providing a direction for the development of media integration.Following the trend of this era,along with the development and changes of the times,the media field has been actively exploring and transforming.Nowadays,media integration has entered a period of deep integration development.This article uses a variety of research methods,such as case research,comparative analysis and management research,etc.It focuses on China Daily website,a national key English news portal,as the research object.From a marketing perspective,the internal and external competition environment of the China Daily website is analyzed.In the background of the rapid development of information technology,some advices are put forward in marketing strategy which suitable for China Daily website development based on the media integration orientation.More specifically,the main content of this thesis is as follows:1.Using the theories and methods of marketing systems,this article analyzes the external environment China Daily website is facing to and enterprise internal environment,from four aspects(PEST)of politics,economy,society and technology through the study of relevant literature on the development of domestic and foreign media integration.It analyzes the internal and external competition environment and situation of China Daily website using the strength,weakness,opportunities,threats(SWOT).According to the conclusion of the SWOT matrix analysis,it is concluded that the development strategy suitable for the current stage of the enterprise is the WO reversal strategy.Combining STP theory for market segmentation,so as to find the right target market of China Daily website and clarify its market positioning.2.The main existing problems of the China Daily website,such as single business marketing models,lack of differentiation in pricing,unreasonable design of marketing channel structure,insufficient use of brand advantages,lack of all-media comprehensive talents with service consciousness,the enterprise operation mechanism is not adapt to the marketing environment and the product presentation is not diverse and lively enough.The thesis combines the current media integration orientation and according to the 7Ps marketing mix strategy,it mainly focuses on the seven aspects of product,price,channel,promotion,personnel,process management and tangible display to propose targeted marketing solutions to adapt to the rapid development of China Daily website.Based on the research of this article,it is expected to play a reference role in the current virtuous circle and sustainable development of the media industry,and provide certain reference and guidance for the national key news media.