Research On Southern Metropolis Weekly Marketing Strategy

Southern Metropolis Weekly, as a News periodicals,was founded in 2006. Southern Metropolis Weekly, positioned readers of the city of high-end crowd, made the "have the temperature of the City News" as a slogan, highlighted the "sense of the city big people’s livelihood, networking, cutting-edge of the focal point, urbanization and modernization”, become a witness and thinkers. The issue scope of the paper version of Southern Metropolis Weekly cover the country, including Hong Kong, the issue amounted to about 430,000 each issue. The APP of Southern Metropolis Weekly, as Apple’s selection of newspapers and magazines category only selected news journals APP, was selected the list of "App Store 2013 annual selection in China" noticed by the official Apple. During the ten years of development, Southern Metropolis Weekly got a lot of awards, such as " The most enterprises have put the value of the journal of China in 2009","Chinese Journal of Innovation 2009-2010 Brand of the Year", "new media influence before 2013 Top 30 ranking","2013 year China’s most popular digital magazine" and so on, which showing that Southern Metropolis Weekly has been a powerful journal in today’s field of news-political journals.Jerome Mc Carthy ’s Marketing "4P" theoretical framework as the research framework, combined with "4C" Robert F. Lauterborn marketing theory and Michael E.Porter’s strategic marketing, using the methods of case studies, literature analysis, comparative study of law, started from the following five aspects of the competitive environment, products, advertising, New media marketing, marketing channels integrated with pricing strategy, the paper tries to find the unique marketing strategy of Southern Metropolis Weekly, based on its marketing features. The paper can be divided into 4 parts. The first chapter give a general description of the research purpose, methods and the basic condition of Southern Metropolis Weekly. The second chapter analyzises the competitiveness for current affairs journals in media industry in terms of the competition of Southern Metropolis Weekly combined with Michael E.Porter ’s theory and it tries to find the blank point for other products in the market through the anglysis. The third chapter analyzises the Southern Metropolis Weekly’s specific methods of Precision marketing based on its thought, column structure, cover stories, the reader oriented ads management, New media marketing and the flexible publishing channels. The fourth chapter hopes to provide reference for the development current affairs journals in the future based on the experience and the short comings of Southern Metropolis Weekly. After four chapters discuss research, I found the main marketing strategy of Southern Metropolis Weekly is that it always put the demands of readers as the core of precision marketing, focusing on building contents, advertising, traditional and online distribution channels at the same time and sticking on the strategy of firming up the traditional marketing and strengthening the New media marketing.