| Zhuzhou Evening News is a comprehensive metropolitan press thathosted by the Zhuzhou Daily and is oriented towards Hunan areas basedon zhuzhou. After10years of development, Zhuzhou Evening Newss hasnow become the No.1in circulation, advertising, influence, pass-alongrate of zhuzhou mainstream medias. In order to maintain the long brilliantdevelopment situation and seek new economic growth point and thebreakthrough point of Zhuzhou Evening News, it is necessary to carry outoverall planning with integrated marketing communications. Since1990s,with the rapid development of social and economy, the integratedmarketing communications have come into being, which has become awayto build brand and enhance the brand influence of a modernenterprise. Zhuzhou Evening News marketing model, however, has notcompletely get rid of the traditional marketing competition, resulting in adeclining competitiveness.Facing the current dilemma of ZhuzhouEvening News, this text tries to refer to the concept of integratedmarketing communication which is putting forward by the United StatesscholarTang· E· Schultz of last century, combined with the actualoperatingconditionsof Zhuzhou Evening News, using the SWOTAnalysisto account for the strengths, weaknesses, opportunities and threats ofZhuzhou Evening News in detail, it attempts to make a set of helpful scheme design for theintegrated marketing communications of ZhuzhouEvening News in the following four aspects: the overall frame andrequirements, value orientation, process design and strategy design.Meanwhile, in order to ensure the implement and execution of the design,this textputs forwardprotective measures in four levels, including ofsetting up a suitableorganization, making information platforms, makingimplementation plans and reinforcing effect evaluation and adjustment ofintegrated marketing communication. The article adopts the method ofcombining qualitative and quantitative analysis to research the individualcases of Zhuzhou Evening News comprehensively. The integratedmarketing communication of Zhuzhou Evening News regard readers andpotential readers as the most important factors, by means ofunderstanding and analysis reader’s information demand and enhancingthe evening news’brand, as well as using the brand to expand thenewspapers’ audience rangeand mobilizing the media’s resources power atmaximum. It makes the internal organizations of Zhuzhou Evening Newsmore efficient, and result in the economic and social benefits of theevening news optimization. |
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