The Characteristics、Problems And Suggestions Of Yanzhao Metropolis Daily’s Activity Marketing

The current media market has been initial saturation, newspapers are facingunprecedented fierce competition. Newspapers as mass media, the primary function is tocommunicate, and to provide information. But with the development of Chinese society andthe homogenization of competition newspapers, newspapers "are no longer satisfied with justplaying a news disseminator role, starting with ideas’ media management ’to’ operating media’transformation’ of newspapers have in addition to "sell content,""sell advertising" opened upa new way of doing business:"selling activity."In the face of competition,"yanzhaometropolis daily" open up new areas, develop activity marketing actively.Activity marketingcan create economic benefits and social benefits for the newspaper management, but activitymarketing is a double-edged sword, If not properly used, it will only cost paper’s financialresources, manpower, energy in vain. It not only cannot achieve the desired effect, but alsocan bring huge losses to the newspaper.This paper regards the yanzhao metropolis daily’s activity marketing as the researchobject.Through consulting a large number of literature, settling situation of the yanzhaometropolis daily’s activity marketing in the past two years,analysing several major brandactivities,scientific sorting, summing up and consummating on the basis of predecessors’theory. Studing the yanzhao metropolis daily’s activity marketing can reflect the nationalmarketing characteristics and problems of urban newspapers activities from a certain level. Inaddition to put forward constructive suggestions to the yanzhao metropolis daily’s activitymarketing, it also has important theoretical significance and implications to the other city’snewspaper’s activity marketing in hebei province.This paper is divided into four chapters. The first chapter is the summary of newspaper’sactivity marketing, from the four sides of the connotation of newspaper activity marketing,the necessity of newspaper’s activity marketing, basic theory of newspaper’s activitymarketing, development of newspaper’s activity marketing in our country. The second chapteris the analysis of yanzhao metropolis daily’s activity marketing’s characteristics, the yanzhao metropolis daily activities of marketing has five characteristics, they are diversified types,particular emphasing on something;carefully planning, considering the situation; Integrationof resources, build platform;three medium, three-dimensional communication; attaching greatimportance to the effect, a win-win benefit. The third chapter is the problems of yanzhaometropolis daily’s activity marketing, too many activities; lack of systematic and professionaloperation; activities have poor collaborative with newspaper content; activities on the use ofnew media is low; lack of the development of the industry chain. The fourth chapter is thestrategy to yanzhao metropolis daily’s activity marketing. Strategy1: precion and innovation;Strategy2: from extensive to intensive; Strategy3: perfect combination with newspapercontent; Strategy4: integration of all the media, develop new technologies; Strategy5:innovative business model, build industrial chain.In this paper, the main research methods used are literature research, quantitativeanalysis, case analysis. Through systematic study, this paper puts forward the constructivesuggestions to yanzhao metropolis daily’s activity marketing. For example, at the professionalrequest of newspaper’s activity marketing, on the one hand, build the professional operationteam within the newspaper,on the other hand,find the optimal activity operators, formmarket-oriented operation mechanism. And the professional activities operations team need torise to the height of conducting a comprehensive system of research to the merchants,providing the overall plans and operations to companies’ brand, this can be more competitive.