Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Resource Marketing Study on Y Media Group Marketing Strategy

Author WangHuaNan
Tutor MiaoXiZhe
School Ocean University of China
Course Business Administration
Keywords newspaper media enterprise resources resources marketing
CLC F274
Type Master's thesis
Year 2012
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With the cultural system reform goes deeper and deeper these years, newspaper and media industry in China is becoming more business oriented instead of party-propaganda oriented as before. Media industry marketing strategy shows a more segmented,diversified and big-scaled development which makes the whole industry a buyer market with quite competitive players.Newspaper media products have a dual character, Hence, media marketing has a role in almost every part of a media enterprise’s daily operation. It is key to successful marketing of any media enterprise to figure out its resource marketing strategy as its competitive advantage via identifying and optimizing resources.Referring to resource-based view, core capability of enterprise theory, integrated marketing communication and resources marketing theory, this article combines theory analysis and case study in both quantitative and qualitative ways to first introduce Y media group’s current status; study its marketing environment and strategy and identify potential marketing challenges. Centered all these challenges, this article also offers a new actionable solution and perspective of a better resource marketing strategy based on comprehensive research and consideration of all Y media group’s external and internal resources.The value of this article lies in its first time to leverage resource marketing theory demonstrating a full analysis of internal and external resources of a media enterprise based on its industry nature. By relocating resources, the article proposes some resources marketing strategies,such like resources integration,resources upgrating,resources grafting,resources concentrationwhich give a constructive exploration as a360degree resource marketing strategy for a media enterprise to integrate its operation and maximize its economic benefit

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