| AS a media company,Air China media is dedicated to offer in-flight entertainment for the China international airlines.Advertising revenue is the important source of income.In recent years,impacted by the Internet media,advertising revenue of the traditional print industry suffers.Tourism and fashion magazines gradually deepen in the vertical expansion of the market segment.Homogenized competition content rises sharply.The competition between Air China media and other similar magazine is in a white-hot state.Therefore,how to ensure advertising revenue no longer falls sharply and try to break through in the current situation is a research topic which we need to face.Through research we found that both at home and abroad the works on marketing emerge in endlessly,but for the print advertising marketing is relatively small,especially for aircraft magazine advertising marketing.This particular channel research is rare,so is the systematic article.This paper analyses the current situation of the development of other airlines in-flight magazine business model and the development trend.On the basis of reviewing the related theory and method of marketing management,the paper makes a concrete analysis for AVIC media’s in-flight magazines in the macro environment,reflecting on the magazine’s competition environment.Due to analysis,we can segment market,to find the highest quality advertisers.The application of relevant theory in the classic marketing theory and its extension will implement coexistence business model for various profit modes which is on the basis of advertisement marketingThis paper follow the track which includes finding the problem,problem analysis,market research,putting forward the countermeasures and the solving the problem.The paper finds out the Air China media present problems of the in-flight magazine in advertisement marketing and puts forward constructive countermeasures,pointing out the development direction.It makes these magazines improve the profitability and risk reduced.Meanwhile it makes a beneficial attempt that the print media is transformed into new mediaThrough the study of the subject,it will help Air China media explore the market and make positive transformation to realize leap-forward development.It will enrich empirical print advertisement marketing further.At the same time this is a good reference for others in the present situation. |
