The Marketing Strategy of Dahe Daily

Dahe newspaper publishing network has been the market leader of Dahe newspaper since 1998, which has stabilized the monopoly market pattern of 10. In the baptism of newspaper competition in 10, Dahe Daily has won practical advantages and produced continuous brand power and huge development potential by introducing new ideas through uninterrupted marketing planning. The following are three actual marketing strategies of Dahe Distribution Company in different periods. Under the unfavorable situation that the media in the same city launched an offensive in advance, Dahe Publishing Company once again seized the opportunity and launched a series of marketing advertisements of "Drama" in 2005, which changed the passive situation and achieved surprising results.

background introduction

Since 1998, the circulation of Dahe newspaper has occupied the leading position in Henan newspaper market for several years. The market structure of Zhengzhou, the provincial capital, is that Dahe newspaper stands out, and other media are in the second echelon. The competition in Henan newspaper distribution market is mainly affected by two aspects: geographically, it is mainly concentrated in the core market of the provincial capital; As far as buying habits are concerned, it mainly focuses on the annual subscription that starts in August every year.

Breaking the existing pattern with a brand-new operation mode is the way for new media to compete. In this sense, the annual zero distribution mode of Metropolis Daily means risks to the overlord and opportunities to the challenger. In March 2005, the newspaper market in the Central Plains began to skyrocket. In late June, a newspaper in the provincial capital suddenly started its annual subscription in advance. Opened the curtain of the game. The focus of the newspaper's promotion is on low prices and generous gifts, which has shaken some subscribers of Dahe Daily. At this time, there is still more than a month before Dahe Daily officially subscribes.

Tactical means

As far as the strong mainstream media is concerned, while occupying the market share advantage, it is inevitable that there will be a phenomenon of "the tail is too big to fall". Faced with sudden market changes and crises, Dahe Publishing Company immediately launched a response plan, and the planning department quickly found a breakthrough, creatively launched a series of "drama" advertisements, blocked the position in advance, and created suspense. Screen design, flaunting "drama", chose the scene of Peking Opera, which coincides with Dahe Daily's idea that "the protagonist" is the king in China's drama, showing the mainstream advantage and avoiding competing on the same stage.

At the beginning of July, suspense advertisements of "Jiang Qi" and "Drama always comes later" appeared, which quickly attracted readers' subscription expectations. In mid-July, advertisements for "Pheasant and Antelope" and "The Great Drama is about to be staged" were launched one after another. In half a month's time, two advertisements were released with high density, large space and multi-steps, which strengthened the momentum and stabilized the market. On July 3 1 day, the "Grand Theatre Opening" of "Shuaiqi" was put on the stage in full costume. At this point, it has reached the eve of the official launch of Dahe Daily's annual subscription.

On August 1 day, the annual subscription of Dahe Daily was officially launched as planned, and the theme advertisement of "Dahe Daily Readers for Ten Years" was grandly launched. "Thick newspaper" is the information capacity of the newspaper and the return to readers. Subsequently, the brand image and a series of marketing advertisements were fully launched.

The sharp increase in the circulation of Dahe newspaper in the core area has caused a shortage of employees. As a result, the recruitment advertisement of "inviting you to sing" was launched. At this point, suspense advertisements cut in, marketing advertisements dominated, and recruitment advertisements ended, achieving the expected purpose of containing opponents and stabilizing the market, and further consolidating Dahe Daily's position in readers' minds.

This year, Dahe newspaper once again topped the top 100 newspaper publishers in the world. Dahe newspaper publishing company took advantage of the trend and creatively launched the theme advertisement of "Central Plains newspaper leading brand", which continued to create a strong momentum among readers and further strengthened Dahe newspaper's king brand imprint. After entering the advanced competition period of urban newspapers, the single marketing model in the past is often difficult to achieve results in market competition. Since 2006, Dahe Newspaper Publishing Company began to advocate environmental protection, and carried out business activities in the form of recycling old newspapers for new ones, which not only reflected Dahe Newspaper's sense of social responsibility, but also promoted the development of its publishing business.

background introduction

Scientific development is the theme of the times, and one of the important contents is environmental protection. The forest coverage rate in China is only 1/4 of the world average, and the annual paper consumption in China is 10 billion cubic meters. Statistics show that each ton of old newspapers can be recycled and 800 kilograms of good paper can be recycled, which is equivalent to cutting down 17 planting trees. Dahe Newspaper Publishing Company focuses on and links the theme of this era with Scientific Outlook on Development, and puts forward the distribution concept of "delivering not only culture, but also social responsibility": Dahe Newspaper Publishing House delivers information to millions of Dahe newspaper subscribers every day, and at the same time provides readers with professional old newspaper recycling service, which has social responsibility to protect the environment.

Tactical means

In 2006, we launched the propaganda of "Dahe Publishing House Hand in Hand with You to Pass the Green Torch" and "Dahe Publishing House Hand in Hand with You to Build a Green Great Wall". With the theme of "you can add green to the earth with a little effort" and "green is in your heart and green is in your hands", social welfare activities are integrated into marketing planning, which embodies the social responsibility of mainstream media and promotes the development of newspaper distribution business. In 2006, more than 4000 tons of old newspapers were recycled, which achieved good social and economic benefits.

In 2007, Dahe distribution network recycled 6000 tons of old newspapers; Put forward advertisements such as "planting trees, not only on Arbor Day", and put forward the concept of "greening the Central Plains with circular economy".

One of the major themes in 2008 is the Olympic Games, and the three major themes of this Olympic Games are "science and technology, humanity and green". For this reason, Dahe Publishing Company creatively launched a series of advertisements of "Relay the Olympic Games to Pass Green", put forward the concept of "recycling old newspapers, protecting the environment and contributing to the Olympic Games", integrated commercial activities into the practice of "Green Olympics", and strengthened brand tension while advocating environmental protection and conveying thanks to readers. background introduction

The 2008 Beijing Olympic Games brought great opportunities to the media, especially the paper media. With the help of the Olympic Games, the paper media can not only develop new young readers, but also create new advertising selling points.

For the Olympic Games, the paper media reaction in Henan market is relatively lagging behind. In the annual marketing, there is not enough understanding and enthusiasm for the application of the Olympic concept. This is a great opportunity for Dahe Daily to show the image of mainstream media. In March 2007, on the eve of the 500th countdown to the 2008 Beijing Olympic Games, Dahe Daily and other 15 mainstream newspapers joined hands with Sohu, an Olympic Internet sponsor, to establish the first "Olympic Media Alliance" in the centennial Olympic history. In the annual subscription of newspapers in 2008, linking newspaper distribution with the Olympics can form an effective selling point, and playing the "differentiation" card can achieve obvious results.

Tactical means

Dahe newspaper distribution planning department quickly integrates resources, organically configures Dahe newspaper's strong brand advantages, Olympic events and annual marketing policies, plans multi-edition Olympic series advertisements, forms a combination, creatively highlights media alliances, and strives to strengthen Dahe newspaper's strong mainstream position.

Advertising design uses logo framework and focus point to focus on Olympic sports events through Dahe newspaper, focusing on differences and exclusiveness. Dahe newspaper, as the only member of the Olympic media alliance in Henan Province, will bring readers more distinctive information with a wider perspective, closer distance and deeper coverage in welcoming and entering the 2008 Beijing Olympic Games.

At the same time, the planning department has designed a series of advertisements for Olympic medals, in which Dahe Daily's honors such as "Top 0 Global Newspaper Publishers/KLOC-00", "Top 20 Metropolis Daily's Competitiveness" and "Top 500 Most Valuable Brands in China" are designed in the form of medals, with the slogan "Medals come from readers, only for victory" as the advertising slogan, showing the brand and conveying thanks to readers.

The significance of innovation lies in advanced. As for the exclusiveness of newspaper content, it has changed from the original exclusive news information to the "exclusive understanding" and "exclusive performance" of the same information. The same is true of newspaper marketing, which also needs to discover and capture major events and market hotspots in time. Based on this understanding, since Dahe newspaper established its dominant position in the market, Dahe newspaper publishing company has gradually changed its previous concern for its rivals, turned to focus on itself, actively innovated, worked hard on its internal strength, and made its marketing planning concise and lively.