| With the further development of communication means and mobile Internet technology,new media formats represented by "we media" have entered the stage of explosive development,traditional media led by radio and television media first began to integrate with new media.Chinese media industry has officially entered the all-media era.In this context,small and medium-sized traditional media companies are facing new opportunities and challenges.How to adapt to the rapidly changing external environment,find a suitable development path with the help of short video business,and formulate a set of effective marketing strategies for it has become an urgent problem for traditional media companies to solve.This paper takes GX traditional media Company as the research object.The author consulted the literature of short video business,short video marketing concepts,marketing strategy and marketing strategy theories,and through in-depth interviews to identify the current marketing advantages and marketing problems of short video business of GX Media company.At the same time,analyzed the external marketing environment by means of PEST analysis and other analytical tools,analyzed the internal marketing environment of the company by analyzing the company’s own resources,ability,culture condition.Based on the above analysis results,the SWOT analysis method is used to identify the strengths,weaknesses,opportunities and threats that affect the company’s marketing activities.Then using the STP marketing theory to reorganized the target market and positioning of GX Media company.This paper innovatively selected "New 4C marketing Rules" which is more suitable for the new media era as the theoretical framework of marketing strategy,gave specific suggestions for GX Media company’s short video business marketing strategy,and put forward a series of safeguard measures to ensure the smooth implementation of the above strategy.In the research process,this paper made a comparative analysis of the traditional 4P and 4C marketing theory and the "New 4C marketing rules",and concluded that the "New 4C marketing rules" was more in line with the marketing practice in the new media era.Choosing this theory as the theoretical framework for formulating specific marketing strategies is also an expansion of the application field of this theory.At the same time,the research results of this paper will help guide the marketing practice of GX Media company,and provide transformation ideas for other traditional media companies,so as to facilitate the sustainable development of traditional media industry on mobile terminal. |
