A Innovtion Study Of The Marketing Strategies Of Suining Newspaper Group

Modern competition in the newspaper, in essence, is the strategy of themarketing model competition. The face of fierce competition, the City Press mediaoccupy one-third of the newspaper market in China, only firmly establish the "fountain"and "spira" and try to "change" should be "status quo" marketing concept, theimplementation of innovative marketing strategy, marketing system to build economicand social benefits of a high degree of integration of the value chain, to out of the"caught in the crisis of survival, cultural industry development opportunities to winunder the new situation.This article first cities established Newspaper Group Suining Sichuan NewspaperGroup, for example, with the theoretical tools and environmental analysis of4C4P4R,marketing innovation means Suining Newspaper Group, focusing on analysis of thepros and cons of the major media and information products and advertising productmarketing; according to the four basic elements of the marketing mix of product, price,channel, promotion, proposed Suining newspaper Group marketing innovation strategy;put forward by the linkage of tangible products and intangible products, Suiningnewspaper Group marketing Innovation powerful policy enforcementprotection.For the media reported that the marketing problems, domestic relatively generallack of specialized studies for different levels of newspaper media marketing, especiallythe lack of thematic studies to the municipal level, the media reported that the Group’smarketing innovation mode. This article is out of the single media marketing researchtradition, emphasizing the media reported that the competitive advantage of cities isbased on the needs of the newspaper readers and advertisers, the integration of newsgathering, production of the advertising business, production, distribution, marketingand other aspects involved in all elements of resources, actively expand the volume of business of the end customers, as the main start marketing to various aspects of a valuechain, pulling the rigid requirements of the news readers and advertisers for mediaproducts "value chain marketing, to cultivate the loyalty of the readers and advertisersof the media pass the higher value of readers and advertisers, and enhance thesatisfaction of readers and advertisers, cities media reported operating propertysustained profitability and the media reported that the cause of operating capacityimprovement targets, the development of newspaper strategy and lay a solid foundation.Research conducted from this point of view, not only to make up for the City Pressmedia marketing management blind spots, but also creates different levels of mediaenterprise groups to expand the field of marketing management. Therefore, the study forthe city level media reported enhance the level of marketing, profitability, corecompetitiveness, an important guiding significance.