Marketing Strategy Of China Mobile Newspaper

The mobile newspaper has been developing rapidly since it was first launched, with the audiences expanding greatly. But under the circumstances of the fast changing market environment and the looming constraints of mobile newspaper, much more attentions should be paid to how to breaking the bottleneck of the development of mobile newspaper, and to pick up the speed of its development.With the mobile newspaper as the object of study and based on the basic marketing theories, the thesis analyses the internal and external environment of mobile newspaper according to the principle of PEST Model and market data obtained through a questionnaire. In addition, STP Model and SWOT analysis tool are both used to come up with more practical promotion methods on the ground of current mobile newspaper marketing pattern. Through the analysis, a new direction of mobile newspaper marketing is put forward from the aspects of market segmentation, content improvement and technical advancement.