Research On The Marketing Strategy Optimization Of Shiye Magazine

With the continuous development of Internet technology and the wide application of 5G communication technology,diversified digital products and new media products have penetrated into people's life and work through various mobile terminals,profoundly changing people's lifestyle and habits.In the mobile Internet environment,people have more diversified tools,ways and means to obtain information and have higher requirements for the timeliness of information acquisition.Digital products and new media products meet the diversified needs of people in the mobile Internet era,and traditional paper media are increasingly left out.As part of the traditional media,paper journals have not escaped the cruel reality of being gradually left behind,and the traditional journal market has been declining under the great impact of digital reading products and new media products.Despite the difficulties,traditional periodicals still have their value and reason for existence,and still possess strong influence,communication power and credibility.The impact of the digital era has given traditional journals the impetus to innovate and innovate themselves.Traditional journals need to seize the opportunity,grasp the laws of the market,integrate their advantageous resources and capabilities,make full use of new technologies,and strive to turn the tide in the highly competitive media market.In this paper,through the study of relevant literature and on the basis of relevant marketing theories,a comprehensive analysis of the current marketing situation of Vision magazine is conducted,and the problems and causes of Vision magazine in marketing are clarified.Subsequently,the macro environment and industry environment of Vision magazine were analyzed using PEST analysis tools and Porter's five forces model respectively,and then the market segmentation,target market selection and market positioning of Vision magazine were conducted using STP theory.On the basis of the above analysis,the marketing mix strategy of four aspects of Vision magazine,such as product,price,channel and promotion,was optimized and designed according to the 4P marketing theory.Finally,according to the actual situation of Vision magazine,the guarantee measures for the implementation of the marketing strategy are formulated in four aspects,including human resources and organizational guarantee,financial guarantee,technical guarantee and corporate culture guarantee.The purpose of this paper is to optimize the design of the marketing strategy of Horizons magazine in the new market environment and technological environment,and to improve the competitiveness of Horizons magazine in the market.It has certain guiding significance for the development of Vision magazine and also has some reference value for the marketing of other periodical products.