Research On Integrated Marketing Strategy For Overseas Study Advertising Of Shenzhen Economic Daily

As the rapid development of new media, careless awareness of resources, lack of communication and collaboration, and other reasons, the newspaper advertising business in China is facing grim competition. Meanwhile, the newspaper advertising' living space is continuously occupied and compressed. Therefor, how to deal with the impact of new media, how to win the advertising market, and how to innovate and reform are all becoming important research topics for newspaper advertising marketing.Based on integrated marketing, advertising communication and other related theories, this paper studies the overseas study advertising marketing of Shenzhen Economic Daily(short for Economic Daily). It deeply researches the marketing environment, pointes out the existing problems. Combined with the analysis of advertisers, a set of advertising integrated marketing strategy is put forward as well as the safeguard measures. This paper is divided into five parts: First, introduction, including research background, methods and so on; Second, related theory; Third, study advertising market status analysis of Economic Daily; Fourth, study advertising integrated marketing strategy analysis of Economic Daily; Fifth, the safeguards of marketing strategy implement.This paper puts the integrated marketing theory into the advertising practice. It is of great practical significance on enhancing the Economic Daily's brand image, attracting long-term and high-quality advertisers, improving the level of advertising sales, gaining the competitive advantage and so on. Moreover, it will play the role of theoretical guidance for the development of overseas study advertising.