Urban Express clearly defines itself as a market-oriented metropolis newspaper with urban citizens as its main readers, and thus determines the content of newspaper reports. Newspapers report what citizens want to know; Newspapers pay attention to things that citizens care about. In order to adapt to the current "narrow broadcast" trend, subdivide the special needs of different regions and different types of citizens, and selectively determine the release content. This reader-oriented thinking has enabled Urban Express to quickly find its accurate position and clarify its role.
It can be seen that Metropolitan Express has a stable readership in a short time and created a considerable market share by defining its own positioning and meeting the needs of the audience. Compared with urban express, youth is slightly inferior in this respect. At the beginning of its publication (200 1. 10.8), Youth Times, which advertised itself as "milk and bread, youth", really brought a fresh wind to the newspaper market in Hangzhou with its brand-new image and attractive slogan. However, after careful observation, it is not difficult to find that Youth Times has adopted a popular style in its layout, and its content is based on. The function of metropolis daily is more to prosper and promote the media structure in Hangzhou, which inevitably has more flavor of metropolis daily, but the characteristics of young people are not obvious, which is not consistent with the name of Youth. Because the positioning is not very clear and we don't pay more attention to the needs of the target readers-young people, we can't form our own unique characteristics, and we can't meet the needs of readers. But not as good as Metropolitan Express, which had a considerable number of loyal readers at that time. Therefore, the revised Youth Times is not generally optimistic. The so-called communication function in marketing [3] refers to providing information to customers in time through methods that customers can understand and accept, and collecting customers' requirements and reactions, so as to make effective communication between enterprises and customers. Under the condition of marketization, people pay more and more attention to communication.
Metropolitan Express does not have the "inherent authority and status advantage" as other media. In order to win readers when competitors have grown up and become increasingly powerful, it must pay more attention to strengthening the emotional connection between them through information transmission with citizens, solve new problems and situations in the communication process through two-way communication, and then establish a friendly and stable relationship of mutual trust between newspapers and readers.
Making full use of the service function of newspaper media and unique planning are the unique features of strengthening communication with readers of Urban Express. In this regard, Express has really done enough articles. Through their unremitting efforts and unique affinity, they have established an unshakable position in readers' hearts, and other metropolis newspapers have to compete with them. Mr. Sacon once wrote in his news works: "Although newspapers are different from ordinary commodities, they are still commodities today. They are made for sale ..." [4] As a special commodity, newspapers are produced in the market and will return to the market. It is not enough to consider the above two factors in the marketing mix when putting a newspaper on the market. For the newspaper "Urban Express", which is mainly retail, there is no "instruction" to follow, let alone "apportionment", and it only chooses the reader market of ordinary citizens. Therefore, it is particularly important to analyze "the cost paid by readers to meet their needs" and "how to make readers convenient".
Based on the "cost-benefit principle" theory in economics, Wilbur? Shi Lamu once put forward a probability formula for the audience to choose a certain communication channel: guarantee of return/degree of effort = probability of choice [5]. This formula reveals a basic principle of human behavior. That is, people always want to get the maximum return with the least effort. Readers buy a newspaper for a few cents, but if they buy it for a long time, it is not a small sum for ordinary citizens. Therefore, in order to let readers choose you when facing a wide variety of newspapers, newspapers must first give them a reason to choose.
From the above formula, we know that in the extremely limited price reduction space of retail newspapers, there are only two ways to improve the probability of being selected by the audience: one is to increase the reward that the audience may get (reward mainly means that the information carried by the newspaper can meet the needs of cognition and stress relief); Second, reduce the degree of effort (the degree of effort is mainly related to the difficulty of obtaining and using communication means, that is, how to provide convenience). As a result, Metro Express made the following attempts. The key to integrated marketing lies in "integration", which emphasizes that newspapers will use all available marketing means comprehensively and harmoniously to realize "speaking with a harmonious voice" and establish a distinct brand image in readers' minds. Its basic idea is similar to modern warfare. Around the promotion goal, integrate all promotion tools and fight an overall war. Just like modern warfare integrates all the weapons that consumers can feel, such as air force (advertising), strategic missiles (influential public relations activities), ground forces (on-site promotion and direct sales) and basic weapons (products and packaging), thus conveying the value image and information of enterprises to consumers.
On the basis of this model, Metropolitan Express has successfully concentrated all the scattered marketing factors and creatively brought them into play, forming a unique newspaper running model: striving to provide the products most needed by the public (the first C: meeting the demand) and sending a signal (the fourth C: spreading), establishing a stable distribution network (the third C: convenience), reducing the degree of effort and increasing the possibility of being selected (the second C)
It can be seen that in the media market, the essence of integrated marketing lies in the pursuit of its own social value in change. Only those media that meet the needs of society and have their own consistent pursuit can stand out from the fierce competition and become the trendsetter in the forefront of the times. Of course, it should be pointed out that the audience is constantly dividing and combining, the demand for social information is constantly changing, and the selling point of the media is also constantly shifting ... The only constant is that everything is changing. [8] As the first actor, Metropolitan Express exposed itself to its followers, making the latecomers, Today Morning Post and Youth Times, imitate at a lower cost than innovation, constantly accumulate experience, and strive to narrow the gap with the Express. With the first pursuer, there will be the first competitor, and competition will also encourage leaders to innovate to protect themselves. Therefore, Metropolitan Express must make more efforts to meet the needs of fierce competition in order to be invincible in the market.