本文選題：報(bào)紙 + 廣告營(yíng)銷�。� 參考：《河北工業(yè)大學(xué)》2015年碩士論文

【摘要】：報(bào)紙廣告收入是維持報(bào)社正常運(yùn)轉(zhuǎn)的主要經(jīng)濟(jì)來(lái)源。報(bào)紙的印刷費(fèi)、發(fā)行費(fèi),甚至員工的工資獎(jiǎng)金,都要靠報(bào)紙廣告收入來(lái)支付�？梢哉f(shuō),報(bào)紙廣告是影響報(bào)社興衰的主要經(jīng)濟(jì)因素。近年來(lái),受經(jīng)濟(jì)、政治、科技等各方面的影響,全國(guó)各地報(bào)紙,特別是地方性報(bào)紙廣告收入直線下滑,這一趨勢(shì)在一段時(shí)期內(nèi)還將繼續(xù),報(bào)紙廣告迎來(lái)了真正的冬天。鳳凰周刊自2012年也被卷入了廣告收入下滑的浪潮中。2012年,廣告收入比去年同期減少50%,2013年同期減少近70%。本文從鳳凰周報(bào)的實(shí)際出發(fā),結(jié)合當(dāng)?shù)貜V告市場(chǎng)環(huán)境,通過(guò)歷年來(lái)報(bào)紙發(fā)展的各項(xiàng)數(shù)據(jù),對(duì)比同城報(bào)紙的數(shù)據(jù)情況,找出廣告收入下滑的主要原因。房地產(chǎn)、醫(yī)藥行業(yè)作為報(bào)紙廣告的支柱行業(yè),受到經(jīng)濟(jì)和政治環(huán)境的影響,行業(yè)不景氣,廣告投入量減少,導(dǎo)致報(bào)紙廣告收入減少。在目前經(jīng)濟(jì)政治環(huán)境不變的情況下,鳳凰周報(bào)廣告創(chuàng)收不能僅僅局限于廣告版面的增長(zhǎng),而是媒體整合營(yíng)銷。將報(bào)紙現(xiàn)有的受眾群體與廣告客戶群體有機(jī)結(jié)合,針對(duì)房地產(chǎn)、汽車、建材等廣告客戶做集客式營(yíng)銷,利用線上線下活動(dòng),創(chuàng)造廣告收入,針對(duì)醫(yī)藥、金融等廣告客戶,利用軟性化廣告吸引讀者注意力,提升產(chǎn)品銷量。針對(duì)旅游、商業(yè)、美食等行業(yè),以紙質(zhì)媒體與新媒體為傳播渠道,才能吸引年輕讀者,起到很好地傳播效果。本文通過(guò)鳳凰周報(bào)廣告市場(chǎng)營(yíng)銷環(huán)境分析,利用市場(chǎng)營(yíng)銷學(xué)波特鉆石理論、7P'S理論等對(duì)報(bào)紙廣告營(yíng)銷進(jìn)行歸納總結(jié),精確市場(chǎng)定位、篩選廣告客戶群體,總結(jié)出一套適合鳳凰周報(bào)發(fā)展的廣告業(yè)務(wù)整合營(yíng)銷之路。希望以此給地市級(jí)報(bào)紙?zhí)峁┮欢ǖ慕梃b意義。
[Abstract]:Newspaper advertising revenue is the main source of income to maintain the normal operation of the newspaper. Newspaper printing, publishing, and even employees' bonuses are covered by newspaper advertising. Can say, newspaper advertisement is the main economic factor that affects newspaper rise and fall. In recent years, under the influence of economy, politics, science and technology, the advertising revenue of newspapers all over the country, especially the local newspapers, has plummeted. This trend will continue for a period of time, and the newspaper advertising has ushered in a real winter. Phoenix Weekly has also been caught in a wave of falling advertising revenue since 2012, when advertising revenues were down by 50 points from a year earlier and nearly 70 points lower in the same period in 2013. Based on the actual situation of Phoenix Weekly newspaper and the local advertising market environment, this paper compares the data of newspaper development over the years and finds out the main reasons for the decline of advertising revenue. As the pillar industry of newspaper advertisement, the real estate and medicine industry is affected by the economic and political environment, the industry is depressed, and the amount of advertising investment is reduced, which leads to the decrease of newspaper advertising revenue. In the current economic and political environment, the Phoenix Weekly advertising revenue can not only be confined to the growth of advertising space, but media integration marketing. Organically combining the existing audience groups of newspapers with advertising clients, aiming at advertising clients such as real estate, automobiles, building materials, and so on, making use of online and offline activities to create advertising revenue, and targeting at advertisers such as medicine and finance. Use soft advertising to attract readers' attention and promote product sales. For tourism, business, food and other industries, the paper media and new media as the communication channel, can attract young readers, play a good communication effect. Based on the analysis of the advertising marketing environment of Phoenix Weekly newspaper, this paper sums up and summarizes the advertising marketing of newspapers by using the marketing theory of Porter Diamond and so on, so as to accurately position the market and screen out the advertising clients. Summed up a set of suitable for Phoenix Weekly newspaper advertising business integration marketing road. It is hoped that this can be used as a reference for prefectural and municipal newspapers.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G219.2-F

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 黃升民;李穎莊;盧泰宏;吳濤;徐益;林雅各;;媒體整合大趨勢(shì)[J];中國(guó)廣告;2001年08期

2 董自剛;網(wǎng)絡(luò)時(shí)代媒體整合芻議[J];現(xiàn)代傳播;2002年03期

3 袁健;;中國(guó)媒體整合的春天[J];廣告人;2007年11期

4 柴扉菲;;在校園媒體整合中不斷加強(qiáng)高校報(bào)的引領(lǐng)作用[J];中外企業(yè)家;2013年02期

5 竺培芬;;對(duì)中國(guó)媒體整合的探索與研究——從中國(guó)媒體生存環(huán)境的視角出發(fā)[J];中國(guó)文化產(chǎn)業(yè)評(píng)論;2003年00期

6 ;八方客戶聚福建媒體整合顯魅力[J];市場(chǎng)觀察;2005年04期

7 錢曉文;周紅豐;;傳統(tǒng)媒體整合網(wǎng)絡(luò)內(nèi)容的方式與特點(diǎn)[J];青年記者;2007年Z1期

8 梁章林;;跨媒體整合中電視媒體的得失與對(duì)策[J];東南傳播;2007年11期

9 張力文;;新媒體整合營(yíng)銷傳播策略[J];傳媒;2010年08期

10 王仁海;電視媒體整合營(yíng)銷的平臺(tái)戰(zhàn)略[J];當(dāng)代電視;2004年10期

相關(guān)會(huì)議論文 前1條

1 竺培芬;;媒體整合之我見(jiàn)[A];科技傳播與社會(huì)發(fā)展——中國(guó)科技新聞學(xué)會(huì)第七次學(xué)術(shù)年會(huì)暨第五屆全國(guó)科技傳播研討會(huì)論文集[C];2002年

相關(guān)重要報(bào)紙文章 前8條

1 新聞出版總署科技與數(shù)字出版司司長(zhǎng) 張毅君;數(shù)字時(shí)代的融合與共贏[N];中國(guó)新聞出版報(bào);2009年

2 于希;以“大文化、大宣傳”實(shí)施媒體整合[N];中國(guó)航天報(bào);2003年

3 陳怡邋宋青;變更分配 復(fù)合策略 媒體整合[N];中國(guó)工商報(bào);2008年

4 索佩敏;大摩：中國(guó)將引領(lǐng)媒體整合風(fēng)潮[N];上海證券報(bào);2007年

5 中國(guó)電信北京研究院 曾勇　李小慧;營(yíng)銷新趨勢(shì)：新舊媒體整合[N];人民郵電;2014年

6 丁　青;跨媒體整合事業(yè) TOM彈響協(xié)奏曲[N];中國(guó)工商報(bào);2004年

7 李靜;力臣，，電視媒體整合營(yíng)銷專家[N];民營(yíng)經(jīng)濟(jì)報(bào);2007年

8 中央電視臺(tái)品牌顧問(wèn)、著名品牌戰(zhàn)略專家 李光斗;原生廣告互聯(lián)網(wǎng)時(shí)代的溝通利器[N];重慶商報(bào);2014年

相關(guān)碩士學(xué)位論文 前5條

1 劉倪娜;鳳凰周報(bào)廣告業(yè)務(wù)營(yíng)銷方案研究[D];河北工業(yè)大學(xué);2015年

2 戚繽予;多媒體整合時(shí)代的電視發(fā)展研究[D];中央民族大學(xué);2013年

3 劉笛;跨媒體整合中的微電影現(xiàn)狀及發(fā)展趨勢(shì)研究[D];東北師范大學(xué);2014年

4 陳星霞;當(dāng)代廣告視覺(jué)媒體整合及其設(shè)計(jì)研究[D];南昌大學(xué);2011年

5 張平媛;高校媒體整合傳播研究[D];大連理工大學(xué);2010年

本文編號(hào)：1956044