Research on New Media Marketing Strategy of Quzhou Jianglang Mountain Scenic Spot Based on 4R Marketing Theory

With the increasing popularity of new media,new media marketing plays an increasingly important role in the marketing of tourism scenic spots,bringing a new marketing opportunity to tourism scenic spots.Based on the 4R theory in marketing theory,this paper takes Quzhou Jianglang Mountain as the research object and finds that the following problems exist in the new media marketing of Quzhou Jianglang Mountain:1.The new media users are not closely enough connected;2.the response to the new media market changes is not fast enough;3.the new media marketing relationship interaction is not timely enough;and 4.the return of new media marketing is not ideal.The new media marketing strategy of Quzhou Jianglang Mountain Scenic Spot is proposed from four perspectives:association,reaction,relationship,and return.Finally,the research on the new media marketing strategy of Quzhou Jianglang Mountain Scenic Spot based on the 4R theory is summarized.

The Effectiveness of Internal Communication in Media Organization

A well-organized system of internal communication is vital in any organization open to improvement and change, pursuing better management of its resources and caring forgood work atmosphere. Internal communication is primarily to provide efficient, mutual flow of information between employees and management staff at all levels in each area of the organization. In order to present internal communication tools and evaluate their effectiveness a survey study was conducted among the employees of the listed media company Cyfrowy Polsat, one of the two leading private TV groups in Poland. The study involved 136 employees （17% of total employment）. The majority of respondents were male （85%）. All the respondents were 23 to 47 years of age. Almost half were below 24 years of age and 38% represented the age group 25-34 years of age. The majority of respondents declared higher education with master degree and working time exceeding three years. The survey showed that the dominant form of communication is message distribution via electronic channels which confirmed the research assumption that there was a dehumanization of contacts and indirect communication dominated over direct contact. Limited direct contact was also recognized as the major cause of conflicts and disputes. The study was based on the analysis of literature and source materials （reports, statistics, newsletters, and legal acts）. Additionally, the paper provides the presentation of Cyfrowy Polsat＇s position in the Polish media market as well as the strategies and objectives of the company.

Competition and Political Factors in the Russian Media Market During Putin’s Fourth President Term

The frequency of Russian media usage has been declining since 2018, but television is still the most popularmedium in Russia. The rise of digital radio and television represents a mixed picture, in part because of politicalpressures, but the digital transition between federal and regional media is not synchronized;on the other hand, theRussian print media market has suffered from poor returns and high costs since 2012. Insufficient facilities withpoor quality and lack of advertisement revenues have made it difficult for print media to survive. The governmenthas provided financial subsidies for media, but it will still support economic independence of media. Thegovernment has strictly regulated foreign investments after 2014, which ensure the concentration of mediaownership but reduced the media market’s competitiveness. Now the Russian government is adjusting policies,seeking ways to balance media market competition and retaining political control of media.

Analysis of optimal referral reward programs for innovative offerings

A nested Stackelberg game among a provider of a product,a sender(existing customer),and a receiver(new customer)is developed to explore the optimal referral reward programs(RRPs)for innovative offerings.The results indicate that the provider should forsake RRPs and purely rely on customers'organic word-of-mouth communication under certain conditions.In particular,when the innovativeness of the referred product is extremely high,the provider should forsake RRPs completely,even though few customers will make organic referrals for the product.When the innovativeness is on other levels,the provider should make optimal RRPs decision depending on both the sender's persuasion effectiveness and the tie-strength between the two customers.Moreover,the optimal rewards increase with the innovativeness of the referred product when the provider opts to use RRPs.These results seem contrary to the existing empirical finding to some extent,and it is due to the high referral cost for making a successful referral for the high innovative offerings.