The report of Oriental Sports Daily.docx
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ThereportofOrientalSportsDaily
ThereportofOrientalSportsDaily
Introduction
AfteranalyzingTheOrientalSportsDaily’sinternalenvironment,customerenvironment,externalenvironmentandSWOT.ThefirmfoundouttheadvantagesanddisadvantagesofTheOrientalSportsDaily.Now,thisreportwillfocusontheanalysisofthesestapes:
MarketinggoalsandObjectives,Targetmarket,Marketingstrategy,MarketingimplementationandEvaluationandcontrol.
IV.MarketinggoalsandObjectives
Firstly,thegoalAofOrientalSportsDaily’smarketingistocontinuedoingagoodjobinthecomprehensivesportsdaily.ItistheonlyoneintheChinesethepopularizationmedia.AsYaosaid“Owningaprofessionalsportdailyisthehonorofthiscitysportsfansandsportsworkers.”Inordertoachievethisobjective,OrientalSportsDailywillcreatea"pleasurereading"positioning,upholdacademicheight,andexploretheprofessionaldepth,inclusiveandtastes.Italwayssetsauthoritative,educational,informativeandapplicationsinonedevelopment-oriented,integratedpromotionchannelsandoptimizetheallocationofresources.Allthingsdonearetomakethenewspapermorewelcomedamongreaders.
Secondly,themarketinggoalBoforganizationisreforming.During2010to2015,theOrientalSportsDailywill
(1)strengthenthenewspaper'shumanresourcesmanagement
(2)finishthemarketresearch(3)activelyexplorethenewspapersandtheInternetandmobilephonescustomers(4)cooperationwiththeportalcontentorcopyrightsales,lookingforaneweconomicgrowthpoint(5)cooperationmedia,andstrivetobecomeanimportantdomesticeventeventsthroughthedevelopmentofitsown(6)implementthesportsnewspapercontentdifferentiationstrategy.
V.Marketingstrategy
A.Targetmarket
Maintaintheprimarymarketandexplorethesecondaryistheorganizationaltargetmarketchoosing.TheprimarymarketismainlypositionedatanewspaperformenandstressedSportsepitaxial.Coverageingtheinfotainment,fashion,sports,fitness,travel,currenteventswhichyoungpeoplelike.ThesecustomersstayShanghaiasthecenter,coveringtheYangtzeRiverDeltaandtheEastChina.Thebiggestadvantageofthesecustomersistheirloyaltoournewspaper.Theirgreatestexpectationisthatwecanmakeournewspaperbetterdayafteraday.Andtheirbasicneedsandwantsarereadinganewspaperwhichtheylikeintheirfreetimes.
Thesecondarytargetmarket’customersarefemaleandotherpartsofthecrowd.Thesepeopledonotneedreadnewspapereverydayandtheirinterestsarenotinmainsportsuchasfootball,basketball.Competingwiththesportsfans,thenumberofthenormalpersonislarger.Thesuccessanddevelopingofthenewspapersisnotonlyneedthefocusoftheloyalreaders,butalsoneedthesupportingofothers.Therefore,thesportsnewspaperalsoreportssomesmallstories,livingknowledgeandhotspotsofsociety.ItshouldsaythattheOrientalSportsDailyincludesthemajorityofsportsandsmallothersdetails.Exceptingtotheprofessionalcontents,thenormalpersonisalsothepotentialreaders.
B.Productstrategy
"OrientalSportsDaily"willfocusonsportshotandhitthebackgroundnewsfocusdepthreports,thepursuitofeffectiveinformation.Coversvariousathleticeventssuchasfootball,basketball,volleyball,shooting,andchess,internationalanddomestic,theprovince'smajoreventsaretobefullyreported.ItsLogoisdesignedbyShanghaicitizens.ThebigSisinthenameofShanghai.
Byseveralreaders’interactiveactivities,thenewspaperestablishedalargedynamicdatabaseofreaders.Thisdatabasereadstargetreadersandpotentialtargetreadersandconductedadetailedandthoroughinvestigationthroughsurveys.Understandingcharacteristicsoftheirownnewspaperreadersandtheirfamiliesandunderstandinghowournewspapercanbereadaswellastheevaluationbetweenournewspaperandcompetingnewspapers.InadditiontothecompositionofeachnewssectionfrontpagecoverageGuidance,SecondEditionHighlights,ThirdEditioncolumn,fourorfive,thefocusofheavy,backcoverimage,serials,andlotteriesfixedlayout."HealthWeek"onTuesday,Wednesday'sthe"ShenhuaWeekly",Thursday's"carmagazine"OutdoorWeeklyFriday"BasketballWeekly"isalsoverypopular.
OrientalSportsDailyrequiresadvertisingdepartmentestablishedcustomerprofilesincludecustomerswheretheindustryandfirmsize,corporatehistory,reasonsfortheirtargetcustomergroups,corporatepurchaseouradvertising,theirviewsofcitymedia,corporateadvertisingpurchaseexecutorandotherpersonalcircumstances.Wecanbetterserveourcustomersbycomprehensiveunderstandingofcustomerneeds.
Forexample,learnedthattheShanghaiTennisMastersrequirestherecruitmentofMemberforspecialactivities,OrientalSportsDailynewspaperwillspecificallyLogout,andreceivedgoodresults.Notonlythat,understandingcustomersalsocontributetotheissueofthestructuraladjustment,sowelcomedbythereadersoftheeditorialcontent,circulationandreasonablestructure,therisingadvertisingbusiness,formingavirtuouscircle.(Bergh&Griffin,1980)
TheOrientalSportsDailywinsthemarketandreadersbecauseofthewritingandreportingstyle.Firstly,whenotherdailyenterprisesbrandishedtheinformationbanner,thefirmsalwaysisoutoftheinformationandnevermakingthenews.Secondly,whenaconsiderablenumberofsportsreportersevendonotusetheChineselanguagewell,theeditorialstaffsofOrientalSportsDailyshouldnotonlyhavethegreatlanguagebasis,butalsofromthecontentstotheprosedevelopment.Finally,fromthecontenttothetext,fromthewordsandwritingform,thefirmsalwaysplacethereadingpleasureinthemostimportantlocationtoconsiderup.
C.PricingStrategy
Fortheorganization,thechoosingofpricingstrategywouldplayakeyroleinthemarketing.However,thepricingstrategyisverydifficulttodetermine.Itnotonlythinksaboutofproducingcostandbenefits,butalsoshouldrefertothereader’sconsumptionlevel.Onlywhenfindingthebalancebetweentwoparts,theorganizationcouldgetasustainabledeveloping.FortheOrientalSportsDaily,itchoosesthelowpositionandchangingposition.
Thenewspaperisthemassproductsandthesportscompetitioniscruel.Meantime,thefirmshavethelargeamountofloyalreadersandthesellingcouldhelpthefirmsobtainbenefits.(Elizabeth,1998)Therefore,thelowpricestrategyisthechoosing.Meanwhile,thecompanydeterminesthedifferentiatedpricingindifferentmarket.ThesituationofeconomicdevelopingshowsdifferenceinEast,MiddleandWestofChina.Thedifferentmarketinghasthedifferentloyalreaders,economiclevelandcompetitionpressure.Therefore,in2011,"OrientalSportsDaily"publishedinMondaytoFriday,in24or32dailyeditions,pricedat2.5YuaninShanghai,2.0YuaninHubeiand1.6YuaninXinjiang.
OrientalSportsDaily,issuedtotakehomenewspapersubscriptions,telephonesubscribe,thepartitionsliceservicesubscribers,breakingmonthsubscribefineservice,chooseShanghaiandYangtzeRiverDeltaandtheEastChinainkiosks,supermarkets,carefullayoutoftheretailstalls,sothatreaderscanconvenientlybuy"OrientalSportsDaily.Newspapercontentisorganizedonthefoundationtomeetthedemandoftheamountofinformationthereader'sinterestinreadinglayoutsettingslayoutthechoreographystriveeasytoreadandenablethereadertoobtainalargeamountofinformationintheshortestreadingtime.
Thecompany’spricingstrategyalsoreflectssomecorebeliefsofOrientalSportsDaily,whichisthatcheapstuffmakescustomerscheerful.Whenfocusingonthebenefits,theorganizationalsodoesnotreturnsocietywithlowpriceandgreatproducts.Forexample,intheLondonOlympics,thepriceofnewspaperisonly1.5YuaninShanghai.Insomegreatsportsactivities,thefirmsalwaysdeterminethespecificpricingtactics.EspeciallyinOlympics,WorldCupandWorldChampionship,theorganizationalwaystakesspecificpricingtacticstomeetcustomers.Therefore,facingthecompetitionofSouthSports,ChinaSportsDailyandSoccer,theOrientalSportsDailyalwayssharesthemarket.
D.Distribution/SupplyChainStrategy
ManynewspapersjustfocusontheDistributionNetworkandDistributionamount.AlthoughitplayaroletofacilitatethereaderNewspapersobjective,subjectiveawarenessoftheconvenienceofourcustomersisstillrelativelyweak.Anordinarycouriersgoesupanddown5993stairsinordertomakethecustomereasilygettheirnewspaperswhichtheannualmobiledistancejustasmuchasclimbingEverestfor39.56timesandthusentertheGuinnessBookofWorldRecords.Therefore,thenewspaperaredesigningbuyingthemostadvancednewspapervendingmachineandplacedinmajorshoppingmallsinordertosavetheplacethatcustomercaneasilybuyourproducts.Providingthemostconvenientpurchasingservicescanminimizethecostofconsumerpurchase.
OrientalSportsDailyisthebranchoftheXinminEveningNews,thefirmscouldgetthesupportingoftheSupplyChainManagementfromtheheadoffice.Themotherhas14printingfactoriesinthewholecountryand26branches.Fromtherawmaterialspurchasing,newspaperproducingandproductsselling,theOrientalSportsDailycouldgettheexperiencefromthebranchesandmother.However,theOrientalSportsDaily’ssuccessshouldfocusmoreonthecooperationbetweenthedistribution/supplychainstrategyande-commerceplatform.(Thomas,2001)
Afterusingthee-commerceplatform,theOrientalSportsDailyobtainsmoreadvantages.Firstly,theinternetfacilitatesthesteps.Forexample,thesupplie