【摘要】：20世紀(jì)以來(lái)的一百多年,是世界新聞傳播事業(yè)飛速發(fā)展的一百多年。這一百多年來(lái),隨著科學(xué)技術(shù)的不斷發(fā)展,繼報(bào)紙、期刊、通訊社之后,傳統(tǒng)媒體廣播、電視和新媒體互聯(lián)網(wǎng)絡(luò)相繼問(wèn)世,新聞傳播的手段日趨現(xiàn)代化,“地球村”變得越來(lái)越小,新聞傳播事業(yè)對(duì)世界政治經(jīng)濟(jì)和文化的影響,則變得越來(lái)越大。 隨著各種媒體的不斷發(fā)展壯大,傳統(tǒng)媒體與新媒體之間的競(jìng)爭(zhēng)也變得越來(lái)越激烈。在新形勢(shì)下,傳統(tǒng)媒體如何在新媒體的沖擊下,做好市場(chǎng)營(yíng)銷(xiāo),不斷前進(jìn),并發(fā)展壯大,就成為了一個(gè)很迫切和棘手的問(wèn)題。 作者撰寫(xiě)本文,就是與廣大同行交流,讓大家充分認(rèn)識(shí)到傳統(tǒng)媒體在目前新形勢(shì)下所面臨的激烈競(jìng)爭(zhēng),也可以充分發(fā)現(xiàn)在目前情況下傳統(tǒng)媒體所不可比擬的優(yōu)勢(shì),進(jìn)一步揚(yáng)長(zhǎng)避短,把傳統(tǒng)媒體做大做強(qiáng)。 本文的作者是一個(gè)從事傳統(tǒng)媒體行業(yè)的人,本文從他的親身經(jīng)歷出發(fā),發(fā)表了他對(duì)傳統(tǒng)媒體今后發(fā)展的一些思考和想法。該論文從6個(gè)方面出發(fā),講述了傳統(tǒng)媒體的發(fā)展和優(yōu)勢(shì)、新媒體的強(qiáng)大沖擊和蓬勃生命力、市場(chǎng)營(yíng)銷(xiāo)的基本含義以及戰(zhàn)略、新媒體今后的市場(chǎng)營(yíng)銷(xiāo)等6個(gè)方面,表達(dá)了一位傳統(tǒng)媒體工作者對(duì)本職工作的熱愛(ài)和對(duì)未來(lái)美好前景的展望。 與此同時(shí),該篇文章的作者采用了理論與實(shí)踐相結(jié)合的方式,先闡述傳統(tǒng)媒體和新媒體的一些基本特點(diǎn),市場(chǎng)營(yíng)銷(xiāo)的一些基本理論。再根據(jù)自己實(shí)際操作中積累的經(jīng)驗(yàn)和教訓(xùn),點(diǎn)面結(jié)合,深入淺出,清晰明了地講述了傳統(tǒng)媒體激烈的市場(chǎng)競(jìng)爭(zhēng)中,仍然能夠擁有自己的一片天地,給人以很好的啟示。
[Abstract]:Since 20 th century more than 100 years, is the world news dissemination enterprise 100 years of rapid development. Over the past 100 years, with the continuous development of science and technology, after newspapers, periodicals, and news agencies, traditional media broadcasting, television and the Internet of new media have emerged one after another, and the means of news dissemination have become increasingly modern. The global village has become smaller and smaller, and the influence of journalism on world politics, economy and culture has become greater and greater. With the development of various media, the competition between traditional media and new media is becoming more and more fierce. Under the new situation, it is an urgent and difficult problem for the traditional media to do a good job of marketing, keep advancing, and develop under the impact of new media. This article is written by the author in order to make everyone fully aware of the fierce competition faced by the traditional media under the new situation, and to fully discover the advantages that the traditional media can not compare with under the present circumstances. Further promote strengths and circumvent weaknesses, and make the traditional media bigger and stronger. The author of this paper is a person engaged in the traditional media industry. Based on his personal experience, this paper presents some thoughts and ideas on the future development of traditional media. This paper discusses the development and advantages of traditional media, the powerful impact and vitality of new media, the basic meaning and strategy of marketing, and the marketing of new media in the future. Expressed a traditional media worker's love of their own work and prospects for the future. At the same time, the author of this article adopts the combination of theory and practice to explain some basic characteristics of traditional media and new media, and some basic theories of marketing. Then according to their own experience and lessons accumulated in the actual operation, point to face, simple, clear and clear about the traditional media in the fierce market competition, still have their own world, giving people a good inspiration.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G206-F

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