【摘要】： 行業(yè)報是中國報業(yè)中的一個獨具特色的成員。它以某一行業(yè)領域內(nèi)的特定讀者群為受眾對象。因為行業(yè)提供服務而生,以一個相對專業(yè)的領域為背景和依托,因此也需要隨著行業(yè)的發(fā)展變化而進行適時的調(diào)整。 縱觀行業(yè)報發(fā)展中存在的許多問題,諸如專業(yè)資源挖掘不深、與行業(yè)需求相脫節(jié)、爭奪單一讀者資源等等,導致了生存困難。本文針對上述問題,深入研究中國行業(yè)報現(xiàn)狀,試圖為行業(yè)報探索新的發(fā)展空間,尋求一條出路。 文章通過對國內(nèi)多家行業(yè)報進行觀察、對比、調(diào)研,對行業(yè)報應如何積極應對市場挑戰(zhàn)進行了系統(tǒng)分析,指出行業(yè)報未來的生存發(fā)展的關鍵在于實施品牌化戰(zhàn)略,一要縱向挖掘?qū)I(yè)資源,形成特色報刊品牌;二要橫向拓展傳播資源,提高報刊品牌效益。 行業(yè)報在分析市場需求基礎上,采取相應策略調(diào)整自身定位,提高為行業(yè)讀者服務的意識,樹立響亮的行業(yè)媒體品牌,就一定能實現(xiàn)向真正意義上的行業(yè)媒體轉(zhuǎn)型,找到自身發(fā)展新的機遇。
[Abstract]:Industry newspaper is a unique member of Chinese newspaper industry. It targets a particular readership in an industry. Because the industry provides service, with a relatively professional field as the background and support, it also needs to adjust with the development and change of the industry. There are many problems in the development of industry newspaper, such as the lack of professional resource mining, the disconnection with the industry demand, the competition for a single reader resource, and so on, which lead to the difficulty of survival. In view of the above problems, this paper makes a thorough study of the current situation of China's trade newspapers, and tries to explore new development space and seek a way out for the industry newspapers. Based on the observation, comparison and investigation of many domestic industry newspapers, this paper systematically analyzes how the industry retribution actively responds to the market challenges, and points out that the key to the future survival and development of the industry newspaper lies in the implementation of the brand strategy. First, we should mine professional resources vertically to form characteristic newspaper brands; second, we should expand communication resources horizontally and improve the efficiency of newspapers and periodicals. On the basis of analyzing the market demand, the industry newspaper adopts the corresponding strategy to adjust its own position, raise the consciousness of serving the readers of the industry, set up a resounding industry media brand, and surely realize the transformation to the real sense of the industry media. Find new opportunities for your own development.
【學位授予單位】：天津師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：G216.3

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本文編號：2187325