marketing method of DM magazine

marketing method of DM magazine 《 Leisure Fashion 》 The marketing strategy suggests that the media should emphasize that they are social tools and shoulder the heavy responsibility of enlightening people's wisdom and enriching future generations, which is beyond doubt. But at the same time, the media also exists as an entity, and the primary problem is survival. If you want to spread it effectively, you must survive properly. Using the theory of marketing to combine all the elements in media operation, taking the ultimate interests of customers as the guide and operating by market means, this is the effective way for media to win in the face of homogeneous competition. The market situation is constantly changing, and in the face of today's changeable market, "marketing" also needs a brand-new concept to deal with it. We should also talk about strategy in the marketing of Leisure Fashion. The so-called "attacking the enemy without fighting" and "conquering the enemy without fighting", our strategy and scheme must be customer-oriented, and the formulated strategy should be able to adapt to the changes in the environment, fully make all resources (people, goods, funds and know-how) cooperate with market-oriented investment, and design an organization and operation model that can cooperate with the implementation of the strategy to achieve survival and growth. As we all know, there are more than a dozen life information magazines in Shijiazhuang. Our main competitors are Lifestyle and Main Line Life, etc. Since the publication of Leisure Fashion for eight months, the effect is not ideal, resulting in waste of resources, unstable customers and brain drain, which has also done great harm to the overall image of our magazine and the company. I think there are four main reasons: first, there is no clear positioning, which leads to the blindness of marketing personnel's unclear promotion objectives; Second, the setting of magazine columns is not systematic or involves too many industries, which makes advertisers feel distrust; Third, the distribution channel is too narrow to effectively contact the final consumer group of advertisers, resulting in the distortion of advertising effect and the discontinuity of customer advertising; Fourth, there is no systematic training and management of market personnel, lack of communication, and lack of power to collect market information, resulting in customer loss. For this reason, we should make a set of feasible and perfect promotion schemes in terms of target customer orientation, image positioning, distribution channel selection and operability, based on full market research, customer demand analysis, enterprise's own strength and competitor analysis. The following is the promotion plan of Leisure Fashion written by me in combination with the actual situation for your discussion: 1. Remodeling the image of magazine brands and magazine people and enriching and perfecting the cultural connotation. 1. Column shaping: brand image shaping and perfecting the cultural connotation are systematic projects, and there are many aspects of work, which must be done step by step. We must establish the image of life information magazines in the shortest possible time and attract customers to our side. Therefore, it is very important to have the content that can stir the vast number of advertising customers and constantly produce sensational effects, in order to leave a deep impression on customers and the public. In this respect, we should pay special attention to creating "unique", "excellent" and "new" columns to form an impact and highlight our image from many homogeneous magazines. After the analysis of key industries (industries that can create a sustainable profit source for this enterprise) and Leisure Fashion itself, I think the magazine column should be subdivided into seven sections: residence and office, food and beverage, bathing and fitness, beautiful women, automobiles and tourism, leisure tea and other * * *. 2. Plate combination: As our magazine includes the most dynamic and profitable industries in society, the consumer groups of these industries belong to high-grade, high-taste and high-income individuals and social groups, and these groups can cross-consume in various industries in the magazine column, which lays a foundation for us to engage in membership card consumption and enables advertisers to realize their advertising purposes, so that they are willing and willing to accept our services and continue to put them in, thus stabilizing customers, readers and profit sources. 3. Improve the cultural content of the column and improve the magazine taste: We can't "paint a tiger according to a cat" when doing a column. The quality of the column lies not in the column itself, but in the operator's entry point. Culture has its own vitality. Only by taking culture as a part of the magazine's life can we play a beautiful chord. The following fable can vividly illustrate this problem: In the carriages of international trains, there are Germans, Japanese, Americans, French and China. On the way, a guest came up with a fish tank. The fish in the fish tank was rare, which aroused everyone's curiosity. The German first asked, "Can you tell me the name of this fish? What kind and what kind does it belong to? What are your habits? " The Japanese asked, "Can we introduce this kind of fish?" The American asked, "Can you sell me the fish? I want to keep this kind of fish in my bedroom, and my girlfriend will be happy." China people said, "Great! I've never seen this kind of fish before. How to make this kind of fish delicious? Is it steamed or braised? " After reading it, we can't help but smile meaningfully. "This fish" can be used as our new culture. As for what will happen to this fish, the mystery of its operation depends on the operator's heart! 4. How to realize advertising: Magazine advertising should be combined with soft and hard. Hard advertising is similar in expression, but soft advertising is full of articles. Below, I only briefly talk about the requirements for making soft advertising. The promotion of brand and culture can not be separated from hype. Another skill of enterprise hype is to organically combine corporate culture with social culture, build a platform for culture, make a big splash, sing economic and trade dramas, make a diversion, and create a famous brand to attract customers. Special attention should be paid to the internal relationship between customer advertisements and the things to be expressed, and then the two should be organically combined and integrated. In this way, magazines not only increase the credibility of advertisements, but also increase the readability, and the purpose of advertisements is also acceptable to the public. 5. Nurturing people with ideas: Nurturing people with ideas and shaping them with columns are actually a relationship of one table and one mile. To create a good magazine image among customers, we must first have a team that serves customers wholeheartedly. In other words, this team should be composed of people who are saturated by the business philosophy of enterprises in various industries. However, this is totally unrealistic for us. Cultivating people and shaping must be carried out at the same time. We must enrich people's minds with new ideas, give full play to people's creativity and run magazines well through people. To this end, organizers should not only do a good job in their daily work, but also melt a set of mature ideas brewed at the beginning of the preparation into the minds of all employees. Organizers should specially organize training courses for editors and editors, and conduct in-depth discussions on the purpose and policy of the magazine, as well as the ideas surrounding the implementation of the purpose and policy, such as magazine style, layout design, magazine requirements and so on. Combining theory with practice, abandoning all the bad habits of extensive research, and having clear goals and clear tasks are not only theoretical research, but also practical skill training. This kind of exercise can quickly cultivate a group of magazine people with basic knowledge and ability in an unusual way. 6. Behaviour: Image building, in the final analysis, is a matter of winning people's hearts. To win people's hearts, the key lies in emotional communication and emotional expression. How to express? In addition to using communication tools, it is behavior. However, it is impossible to create an image that is deeply rooted in people's hearts only by satisfying words and articles and not paying attention to consciously using behavior to impress people and convey feelings. We should not only do a good job in the relationship between magazines and customers, magazines and people, and coordinate the relationship between people and customers, but also actively express our intentions in this regard with practical actions to build a good bridge and link between magazines and customers and people. 7. We should not only sell advertisements, but also sell everything that comes with advertisements, including life philosophy, lifestyle, values and culture. Just as one of the characteristics of the American middle class is that there is National Geographic magazine in the living room, the brand benefit we pursue is to turn ourselves into a symbol of the quality of life of high-end consumers. Choosing to engage in various activities at an appropriate time also takes into account that this time period is the most active and concerned time period for the target readers. In particular, we cooperate with many brands used by high-end consumer groups (real estate, automobiles, entertainment, clothing and cosmetics, sports and leisure, etc.) to carry out activities. These practices are conducive to delineating the customer base, which not only strengthens the interaction with readers, but also gathers the popularity of magazines, so that the magazine's ideas can be vividly spread to further broaden the level of homogeneous magazines. . Second, improve the distribution channels, increase the circulation, increase the influence of magazines, further attract customers' investment, and integrate social resources to prepare for the company's follow-up services and new businesses. 1. Channel strategy: When thinking about channel strategy, we must consider the reaction of environment, operating resources and organizations at the same time. These factors interact with each other. Therefore, under the concept of strategic marketing, we are no longer in the established market, technology and organization as before. Focusing on how to use marketing theory to adapt to customer needs and competitors, we can choose a market with competitive advantages according to the existing value and mission of the enterprise, fully integrate social resources, meet customer needs, and formulate strategies to win the market to increase the profit source of sustainable growth for the enterprise.