Research On The Marketing Strategy Of Xuzhou ?Metropolitan Morning Post? In The New Media Era

With the rapid development of Internet technology,the new media represented by mobile phones continue to grow and subvert the information communication mode and operation ecology of traditional media.The reader audience,advertising management,newspaper distribution and communication mode are facing unprecedented impact.In the new media era,it is urgent to integrate transformation and innovative management.In order to find a way out,traditional media continue to try various channels to embrace the Internet and try to overtake in the corner.In the process of reform and innovation,some traditional media disappeared at the moment before dawn,while others came out of the darkness and ushered in the dawn.They changed from the single communication mode of newspapers to the development of diversified all media matrix,and achieved a qualitative breakthrough.This thesis takes Xuzhou urban morning post as the research object,through the analysis of the current situation of the morning post in the new media era,combined with the research status at home and abroad,domestic successful transformation cases,the impact of business environment change factors,using 4I marketing theory,precision marketing theory,Porter's five forces competition model,questionnaire analysis,comparative analysis,case analysis,etc,This paper studies and analyzes the marketing of morning paper,and puts forward the matching marketing strategy scheme suitable for the transformation of media integration.The full text is divided into seven chapters.According to the ideas of raising problems,analyzing problems and solving problems,it is finally summarized that in the new media era,the urban morning post should reposition its business objectives after market segmentation,innovate the establishment of marketing system,adjust the price and product portfolio marketing strategy through the construction of "online and offline" marketing platform and the link of terminal services,And the construction of technical platform,the processing of big data content production,the reconstruction of integrated system and other measures to improve the brand influence of morning news and realize the improvement of business efficiency.I hope this study can provide some thinking and reference for similar urban newspapers.