Analysis On Marketing Strategy Of New Financial Newspaper

Since reform and opening policy was carried out, especially after the socialist market economy system was established, newspaper medium was put forward into the market and newspaper operation became an important part. During that period, evening newspaper and other popular newspaper firstly went through newspaper marketization and occupied the main market of newspaper industry, which started a fierce competition.The fierce competition in newspaper industry makes the newspaper operation and management get more emphasis; many new operating patterns and selling patterns emerges. Consequently, newspaper industry is considered to enter a "marketing phase"; is it really the fact?In part one, from the analysis on the medium environment in which the new financial newspaper comes into being, it is found that in the previous newspaper market with the popular newspaper as its main body and in the competition in newspaper industry, price war becomes a common method adopted in the competition of popular newspaper. Especially since 1990s, newspaper market was deeply involved in the marsh of price war time to time. It is a low-class and primary market competition, which does great harm to the quality of newspaper. Consequently, survival and development of newspaper is mired in dilemma under the condition that the advertisement proportion in the market shrinks relatively. Under such condition, financial newspaper emerges in a new appearance and it takes up a certain market in newspaper industry quickly and becomes a newly vital force in newspaper industry. Then why does financial newspaper succeed in attracting readers?Part two first makes comparisons between new financial newspaper, popular newspaper and traditional financial newspaper with Financial Report of the 21st Century as an example, analysing its marketing strategy. From perspective of news products, Financial Report of the 21st Century starts a new reporting mode by making serious news, survey and reports into stories, which ensures high quality of news. From perspective of circulation and advertisements, this newspaper gets a circulation of 400,000 in the first year it starts publication. In 2006, income from advertisement ranks No.1 in the list of financial newspaper in China. All of these figures and achievements result from market entering strategy and marketing combining strategy set up by Financial Report of the 21st Century, including plans of market subdivision and entering strategy, core orientation and application of product, channel strategy and new marketing methods to newspaper operation.To sum up, the main body of the newspaper market, is till involved in the business pattern of "product-oriented by means of 'promotion'". The entry of traditional financial newspaper is not the result of marketization. Products separate from the market; channels make little contribution and marketing activities are limited to a passive situation. And the new Financial Newspapers before entering the market from a strategic height requirements of the market entry strategies and marketing mix strategy enter "to the target consumer-based, as a means of marketing strategy," the marketing stage, it opened up the newspaper to become a key market. Segments of the market is already on the newspaper market in the future new entrants to the necessary homework. Although the newspaper business reporters and editors to follow the principle of separation, but newspapers in all aspects of production and marketing strategies are not isolated, and should proceed from the strategic height of the development of a comprehensive marketing mix.Meanwhile in the analysis concluded: at the perspective of products, collecting and editing resources id the key point for the quality of news; at the perspective of channel, it violates principle of newspaper operation to emphasize more on advertisements rather than circulation. Quality of the newspaper and valid circulation are the preconditions of long-term stable relation with advertisement customers. Maintenance and extension rely on marketing methods, therefore, it's very important to establish cooperative relationship with the advertisement customers.