Research On The Activity Marketing Of Local Commercial Newspaper Under The Background Of Newspaper Transformation

Under the impact of Internet media,when the circulation and advertising income of traditional paper media are facing severe tests,many newspaper groups are actively exploring the road of transformation and development,among which,Event marketing is a very worth studying the transformation of the path,namely the newspaper to obtain economic benefit and social benefit through holding activities,thus to improve its brand value This thesis under the background of the newspaper industry transformation,the three gorges business on marketing activities as the research object,first in the introduction part introduces the research background and significance of this article,and illustrates the research method of this article is an empirical study of qualitative methods,including participatory observation depth interview and case study method.The second chapter on the origin and development of newspaper industry transformation newspaper elaborates the connotation and characteristics of event marketing,think newspaper event marketing has on the carrier of news reports Guided by market demand On the basis of resource integration And discussed the significance of newspaper event marketing to the transformation of the newspaper industry,think of newspaper event marketing can bring new profit growth point to the press,is beneficial to press shaping the brand image,enhance the newspaper news value.The third chapter is the focus of this paper,the author through worked as an intern in the three gorges business society,and business activities of the three gorges project planners Advertising department director,the depth interview staff to obtain first-hand material Participate in activities and combined with their own experiences,from the perspective of industry transformation,business newspaper reporters into the community of the activities of three gorges project 315 green consumption culture festival activities and yichang narrator(guide)competition has carried on the detailed interpretation,from the planning implementation effect of the three dimensions of the above activities anatomical layer by layer,mining the business The concrete content of activity marketing and its important significance to the newspaper industry transformation.In the fourth chapter,the author summarizes the problems existing in the activity marketing of Three Gorges Business Daily,and finds that there is a lack of top-level design and scarce professional talents.Too many activities,resulting in participation fatigue;It also puts forward corresponding solutions,such as internal and external joint efforts to build a talent team.Subdivision of the activity market,the implementation of precision marketing;To integrate the activity resources and make full use of the festival event,this paper tries to provide certain guiding significance for other newspapers to carry out the exploration and transformation of the activity marketing,which is also a beneficial supplement to the perfection of the activity marketing theory.Finally,in the conclusion,the author points out the limitations of this research,as well as the prospect of further expanding and improving the research related to newspaper activity marketing.