Marketing Strategy Analysis of Self-Media Companies. Case company: Chengdu HongJiang Culture Media Co., Ltd
Wang, Yijie (2022)
Wang, Yijie
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022111122507
https://urn.fi/URN:NBN:fi:amk-2022111122507
Tiivistelmä
With the innovation of technology, the form of media is also evolving. The way peoples communicate with each other has also changed. The emergence of self-media has provided a platform for people to obtain information and express themselves and a new channel for advertising, marketing, and other commercial activities. From changes in public values and social lifestyles, to changes in interpersonal interactions and consumption patterns, the self-media has gradually penetrated everyone's life. As entrepreneurs, the emergence of the self-media industry has brought great opportunities, but at the same time, since self-media is an industry where everyone can start a business, entrepreneurs also face great competition. The purpose of this thesis is to research the market strategy of a self-media company through the analysis of the case company. Using modern marketing management theories and methods such as the SWOT analysis framework and the current situation of the company, an understanding of how a company can be successful in the self-media industry has been reached.
These results showed that for an entrepreneur to succeed in such a new industry is a test of the entrepreneur's marketing skills. Developing a company is a process that needs to constantly refine the entrepreneur’s positioning, constantly understand the market, be flexible to adapt to market changes, and when necessary, also need to change the entrepreneur’s operating strategy.
On this basis, to be successful in the self-media industry, practitioners also need to approach the industry from a macro perspective. They must consider how to ensure their personal growth while healthily competing with competitors to keep the industry thriving.
These results showed that for an entrepreneur to succeed in such a new industry is a test of the entrepreneur's marketing skills. Developing a company is a process that needs to constantly refine the entrepreneur’s positioning, constantly understand the market, be flexible to adapt to market changes, and when necessary, also need to change the entrepreneur’s operating strategy.
On this basis, to be successful in the self-media industry, practitioners also need to approach the industry from a macro perspective. They must consider how to ensure their personal growth while healthily competing with competitors to keep the industry thriving.