Study On The Marketing Model Of SuiNing Broadcast & TV Newspaper

In recent years, the once prosperous SuiNing Broadcast & TV Newspaper has lost its better days due to the keener competition in press market in SuiNing. Under such a background, this dissertation is produced with the intention to combine theories of science of strategic management, science of marketing and science of journalism, describe its current situation and features comprehensively and objectively to find out its unique advantages and oncoming opportunity and relocate its market position from the practical circumstance of SuiNing Broadcast & TV Newspaper, then put forward concrete marketing strategies and feasible recommendations for its development out of predicament.The first part of this dissertation is exordium which mainly explains its researching aim and meaning, domestic and international research situation and the research content of this dissertation. The second part is the relevant theory introduction which majorly presents the theories of PEST, SWOT, STP and 4C.The third part is the explanation of the current situation of SuiNing Broadcast & TV Newspaper, which chiefly introduces the general situation of this newspaper, the composition of its readers and its current mode and problems. The fourth part is about the managing environment analysis and the fix-position selection of SuiNing Press of Broadcasting and Television. Through PEST analysis of the macroscopical environment, it has been concluded that SuiNing Broadcast & TV Newspaper exists in an unbalanced external environment with an distinctive audience composition and a healthy cultural development with a moderate speed but undeveloped economy and a comparatively set policy; it has been pointed that SuiNing Broadcast & TV Newspaper still has a benign space for its existence and development by the analysis and demonstration of the current situation of domestic and international broadcasting and television newspapers to prove the existent possibility and feasibility of broadcasting and television newspapers and periodicals with the help of statistics and demonstration. It has been indicated that SuiNing Broadcast & TV Newspaper's market has such features presently as small number of newspapers and media, low market saturation and reciprocal competition between the local and endemic newspapers with the analysis its market; The strategies of SO, WO, ST and WT of SuiNing Broadcast & TV Newspaper have been generated with the analysis of its developing strategy. The fifth part is about the relocation of market and the marketing combination designation of development of SuiNing Broadcast & TV Newspaper, which mainly introduces some strategies in detail in the management of handling, issuing, advertising and branding. The last part is the conclusion of this dissertation.