The Research On The Exhibition Marketing Strategy Of FH Newspaper Company

With the rapid development of digital media science and technology,the rapid development of new media has made a great impact on the traditional advertising industry,including newspapers.Newspaper advertising management is facing the development dilemma.This requires the newspaper paper media to change the single advertising business model,to achieve diversification.Exhibition has the functions of conference display,business transaction,leisure and sightseeing,promotion and exhibition,and its development momentum is in the ascendant.Many paper media,such as Jinan Daily and Chongqing daily,have taken advantage of "newspaper + Exhibition" to find a way of their own characteristic operation in the integration of traditional newspaper operation and exhibition industry.In recent years,FH newspaper company has held many exhibition activities,such as auto show,festival,etc.every year in its business.The overall operation benefit of the newspaper is obvious.This paper starts from the current situation of the company's development of exhibition project marketing,analyzes the problems faced,analyzes the reasons for the difficulties of exhibition marketing,studies the marketing strategies of traditional newspaper companies in the era of new media to develop exhibition projects,and helps the newspaper media out of business difficulties.This paper identifies the core elements of local exhibition marketing by constructing the core element index system.Using pest tool analysis method,this paper analyzes the macro environment of FH newspaper company's exhibition project marketing from four aspects,clarifies the operation form,and paves the way for the exploration of suitable marketing strategies.Focus on the investigation of the company's five-year(2013-2018)exhibition project development,analyze the internal and external environment,and identify the main influencing factors of FH newspaper company's exhibition marketing.In view of the marketing problems encountered in the development of exhibition projects by FH newspaper company,a brand-new marketing mix and guarantee measures are designed according to the "4I" marketing theory,in order to explore a suitable exhibition marketing strategy for FH newspaper company.Finally,the paper analyzes,evaluates,summarizes and prospects the implementation effect of the marketing strategy of the exhibition project developed by FH newspaper company.This paper finds out the interdisciplinary research results of marketing and communication from the actual work,which can help FH newspaper company to develop exhibition projects,and also have certain reference value for other regional newspapers and financial media centers in brother counties and cities to develop exhibition projects and explore non newspaper industry operation.