Research On Marketing Strategy Optimization Of A Media Company Under The Background Of Media Convergence

The development of the Internet and the update and iteration of information technology are changing the way of information production and dissemination,and also affecting the way audiences get information.At present,new media forms emerge in an endless stream.Short news,video news,picture news and other forms of information presentation are favored by the public.Compared with newspapers and news clients,the public are more inclined to obtain news information on information aggregation platforms such as Toutiao and Douyin.The change of media pattern leads to the lack of audience of traditional media,the decrease of advertising share and the outflow of talents,and its development is not optimistic.A Media Company is A traditional mainstream newspaper media in Chongqing.It started the road of media convergence as early as 2015,marked by the launch of SY News client,which is also the first comprehensive news client to be launched in western China.The number of news organizations determines the advertising value of the company,and the company’s income will affect the company’s development strategy.Therefore,this paper studies how to optimize the marketing strategy of A Media Company based on the needs of users,so as to enable it to obtain more and more stable audiences and enhance brand influence.This paper mainly uses 4C theory to analyze the reasons why the news products produced by MEDIA Company A do not match the needs of the audience.SWOT analysis method is used to analyze the advantages and disadvantages,opportunities and threats of the company’s current strategic development,so as to help MEDIA Company A develop its strengths and avoid its weaknesses and develop marketing strategies suitable for the current development.After analysis,this paper holds that MEDIA Company A has not completely changed its thinking and still retains the "newspaper thinking",which lacks the analysis of audience needs and interaction with audience.Therefore,in terms of marketing strategy optimization,MEDIA Company A should precisely position the needs of users and provide news products for audiences from the aspects of news content,news presentation form and news promotion channels.At the same time,we should enhance communication and interaction with users through multiple channels,including ground promotion activities and internal industry selection.In order to ensure the smooth progress of marketing strategy,this paper suggests that A media company should also start from the two aspects of technology construction and talent management,to inject strong impetus into the development of the company.This paper analyzes and studies A media company in the media convergence stage,and its suggestions are beneficial to the development of A media company.It also hopes to provide certain reference for similar media units to improve their media convergence ability.