【摘要】：近年來,隨著科學(xué)技術(shù)的日新月異以及互聯(lián)網(wǎng)和新媒體的迅速發(fā)展,國(guó)內(nèi)報(bào)紙發(fā)行正面臨日益嚴(yán)峻的形勢(shì)和挑戰(zhàn)。2013年底,《勞埃德船舶日?qǐng)?bào)》——全球最古董的報(bào)紙,向世界宣布停止供應(yīng)印刷版,啟動(dòng)數(shù)字化發(fā)行。紙質(zhì)媒體與新媒體進(jìn)入了“諸侯爭(zhēng)霸”的戰(zhàn)國(guó)時(shí)代。為積極應(yīng)對(duì)這一局面,各媒體就爭(zhēng)奪有限的讀者市場(chǎng)展開了白熱化的競(jìng)爭(zhēng)。發(fā)行是報(bào)紙的生命線,是報(bào)紙經(jīng)營(yíng)的重中之重,是媒體競(jìng)爭(zhēng)的主戰(zhàn)場(chǎng)。在媒體競(jìng)爭(zhēng)領(lǐng)域,贏得發(fā)行才能贏得市場(chǎng)。面對(duì)新媒體的強(qiáng)勢(shì)沖擊,如何運(yùn)用市場(chǎng)營(yíng)銷理念來整合媒體資源,提升和優(yōu)化報(bào)紙的發(fā)行效率,規(guī)避報(bào)紙發(fā)行的誤區(qū),實(shí)現(xiàn)報(bào)紙的價(jià)值最大化,最大程度提高報(bào)紙發(fā)行量,是當(dāng)前媒體發(fā)展需要迫切解決的關(guān)鍵問題。本文將以C日?qǐng)?bào)為研究對(duì)象,結(jié)合企業(yè)診斷的相關(guān)管理理論知識(shí),運(yùn)用企業(yè)診斷等方法,著重對(duì)報(bào)紙發(fā)行的影響因素、主要誤區(qū)、經(jīng)營(yíng)模式、經(jīng)營(yíng)策略等進(jìn)行研究,綜合分析國(guó)內(nèi)外報(bào)紙發(fā)行的現(xiàn)狀,試圖探討未來紙質(zhì)媒體的發(fā)展趨勢(shì)和方向,提出優(yōu)化措施,以市場(chǎng)經(jīng)營(yíng)的理念發(fā)展報(bào)紙,希望對(duì)報(bào)紙發(fā)行研究理論的發(fā)展起到拋磚引玉的作用。同時(shí),結(jié)合C日?qǐng)?bào)的實(shí)際情況和具體條件,為地方記者站的報(bào)紙發(fā)行工作設(shè)計(jì)具體實(shí)施方案,保證報(bào)紙發(fā)行工作的有序推進(jìn)和有效落實(shí)。
[Abstract]:In recent years, with the rapid development of science and technology and the rapid development of the Internet and new media, the distribution of domestic newspapers is facing an increasingly serious situation and challenges. At the end of 2013, Lloyd's ship Daily, the most antique newspaper in the world, Announced to the world to stop the supply of printed versions, the launch of digital distribution. The paper media and the new media entered the warring States period. In order to deal with this situation actively, the media compete for the limited reader market. Distribution is the lifeline of newspaper, the top priority of newspaper management and the main battlefield of media competition. In the field of media competition, the only way to win the market is to win the distribution. In the face of the strong impact of new media, how to use marketing ideas to integrate media resources, improve and optimize the distribution efficiency of newspapers, avoid the misunderstandings of newspaper distribution, maximize the value of newspapers, and maximize the circulation of newspapers. Is the current media development needs to urgently solve the key problem. This article will take C Daily as the research object, combines the enterprise diagnosis related management theory knowledge, uses the enterprise diagnosis and so on method, emphatically carries on the research to the newspaper circulation influence factor, the main mistake area, the management pattern, the management strategy and so on. This paper comprehensively analyzes the present situation of newspaper distribution at home and abroad, tries to discuss the development trend and direction of paper media in the future, and puts forward some optimization measures to develop newspapers with the concept of market management. I hope to play a role in the development of the theory of newspaper distribution research. At the same time, combined with the actual situation and specific conditions of C daily newspaper, the paper designs the concrete implementation plan for the newspaper distribution work of the local press station, so as to ensure the orderly promotion and effective implementation of the newspaper distribution work.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G215

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