| In the all-media era,with the development of online digital technology and mobile media,significant changes have occurred in the marketing models of many industries,including the traditional media advertising industry.Great changes have also taken place in the advertisement marketing models.However,in the hundreds of media industries all over the country,most of the enterprises adopting advertising marketing are struggling to explore their own reform ways.Constant development of communication technology has led to higher and higher interactive demand,and the content and form of media programs are required to be of higher quality.So,the media industry is facing new reforms under the intense market pressure.Estate developers are important customers of media companies in advertising and marketing,and the ratings of programs have always been the key factor to maintain customers’ continuous investment in advertising.In order to meet customers’ demands and adapt to the development of the society,Dalian News Media Company,offering all-media marketing methods to deal with the development of the advertisement market,will make every effort to get out of the traditional trouble in media advertising and marketing and produce new ways and ideas for the future advertising and marketing.The strategies of all-media marketing will follow the development of the society in terms of consumption patterns and communication methods so that a variety of media types are presented and the ways of presentation are more complex,which can be more suitable to the development of society.Firstly,the research is related to the current situation of all-media marketing at home and abroad,Secondly,use questionnaires to survey customers market and analyze the all-media marking status of estate advertising offered by Dalian News Media Company.Then based on the STP theory,marketing goal will be worked out again as well as the advertising market will be positioned and classified.Marketing environment of estate advertising will be analyzed in SWOT and PEST theory.Finally,the 4P and 4C marketing strategies are used to formulate the corresponding all-media marketing optimization strategies,and the 4I principles of network integrated marketing are adopted to make a new interpretation of the all-media marketing strategies. |
