【摘要】：隨著互聯(lián)網(wǎng)的沖擊、新媒體的崛起,紙媒傳統(tǒng)的盈利模式已受到嚴(yán)峻的挑戰(zhàn)。各類報(bào)紙紛紛在“賣內(nèi)容”“賣廣告”之外創(chuàng)新經(jīng)營(yíng)方式——“賣活動(dòng)”,即媒體通過(guò)舉辦活動(dòng)來(lái)提升自身品牌知名度,獲取利潤(rùn)。本文主要研究《合肥晚報(bào)》的活動(dòng)營(yíng)銷,在綜合分析有關(guān)活動(dòng)營(yíng)銷的大量文獻(xiàn)資料的基礎(chǔ)上,結(jié)合近兩年來(lái)《合肥晚報(bào)》開(kāi)展的活動(dòng)營(yíng)銷情況,以其中的幾大品牌活動(dòng)為具體案例,研究《合肥晚報(bào)》活動(dòng)營(yíng)銷的特點(diǎn),分析在舉辦活動(dòng)中存在的問(wèn)題并有針對(duì)性地提出一些建設(shè)性意見(jiàn)。本文首先分析紙媒的活動(dòng)營(yíng)銷,運(yùn)用整合營(yíng)銷理論、注意力經(jīng)濟(jì)理論對(duì)紙媒目前的生存現(xiàn)狀進(jìn)行剖析,指出活動(dòng)營(yíng)銷對(duì)激活紙媒市場(chǎng)的必要性。在此基礎(chǔ)上,以《合肥晚報(bào)》舉辦的活動(dòng)營(yíng)銷為重點(diǎn)進(jìn)行分析,得出《合肥晚報(bào)》活動(dòng)營(yíng)銷的特點(diǎn)主要有:緊貼市場(chǎng)、抓住熱點(diǎn);品牌輸出、整合營(yíng)銷;宣傳造勢(shì)、立體傳播。研究發(fā)現(xiàn)《合肥晚報(bào)》在舉辦活動(dòng)營(yíng)銷過(guò)程中存在一些問(wèn)題:缺乏專業(yè)運(yùn)營(yíng)機(jī)構(gòu)和人才,活動(dòng)數(shù)量多且內(nèi)容雷同,缺乏活動(dòng)產(chǎn)業(yè)鏈開(kāi)發(fā)。針對(duì)以上問(wèn)題提出對(duì)策:打造優(yōu)秀的策劃和執(zhí)行團(tuán)隊(duì),細(xì)分活動(dòng)市場(chǎng)、差異化營(yíng)銷,構(gòu)建活動(dòng)產(chǎn)業(yè)鏈、開(kāi)發(fā)商業(yè)價(jià)值。新媒體的發(fā)展將改變活動(dòng)營(yíng)銷的發(fā)展態(tài)勢(shì),未來(lái)活動(dòng)營(yíng)銷將朝著跨媒體營(yíng)銷和品牌營(yíng)銷兩大方向發(fā)展。
[Abstract]:With the impact of the Internet and the rise of new media, the traditional profit model of paper media has been severely challenged. All kinds of newspapers have been innovating their business methods besides "selling content" and "selling advertisements"-"selling activities", that is, media organize activities to enhance their brand awareness and gain profits. This paper mainly studies the activity marketing of Hefei Evening News. On the basis of comprehensive analysis of a large number of documents on activity marketing, this paper combines the activity marketing situation of Hefei Evening News in the past two years. Taking several major brand activities as specific cases, this paper studies the characteristics of activities marketing in Hefei Evening News, analyzes the problems existing in the activities and puts forward some constructive suggestions. This paper first analyzes the activity marketing of paper media, analyzes the current living situation of paper media by using integrated marketing theory and attention economy theory, and points out the necessity of active marketing to activate the paper media market. Based on the analysis of the activity marketing held by Hefei Evening News, the author draws the conclusion that the characteristics of the activity marketing of Hefei Evening News are as follows: close to the market, catch the hot spot, export the brand, integrate marketing, propagandize and spread in three dimensions. The study found that Hefei Evening News has some problems in the process of organizing and marketing activities: lack of professional operating institutions and talents, large number of activities and similar content, lack of activity industry chain development. Aiming at the above problems, this paper puts forward countermeasures: to create excellent planning and execution team, to subdivide the activity market, to differentiate marketing, to construct the activity industry chain and to develop the commercial value. The development of new media will change the development trend of activity marketing. In the future, activity marketing will develop in the direction of cross-media marketing and brand marketing.
【學(xué)位授予單位】：安徽師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G219.2

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本文編號(hào)：2133594