本文選題：傳統(tǒng)報紙　切入點：年輕讀者　出處：《復旦大學》2010年碩士論文　論文類型：學位論文

【摘要】： 根據中國互聯網絡信息中心(CNNIC)第25次報告的統(tǒng)計數據,截至2009年12月,我國網民的規(guī)模已達3.84億,互聯網普及率進一步提升,達到28.9%,手機網民達到2.33億人。其中61.5%是29歲以下的年輕人。以互聯網為代表的新媒體已經俘獲了眾多年輕讀者轉投它的懷抱。報紙發(fā)行量在新媒體的沖擊下持續(xù)下降,年輕讀者的流失成為報紙的生存危機。報紙清醒地認識到,要扭轉這一形勢,單純地與新媒體競爭并非良策,通過傳統(tǒng)媒體與新媒體的互動與融合,在未來傳媒競爭中搶占傳媒制高點才是重中之重。借助媒介融合,報紙能夠聯手新媒體共同開發(fā)讀者資源,改變報紙的讀者年齡結構,留住并發(fā)展網絡一代的年輕讀者。 本文共分為三個部分。第一部分通過分析大量國內外數據,分析報紙的生存危機以及年輕讀者的流失現狀。第二部分通過問卷調查與深入訪談的方式找尋年輕人不看報的原因,試圖探索留住他們的方法。第三部分結合國內外報紙成功吸引年輕讀者的典型案例,總結其有益經驗并提出改進措施。
[Abstract]:According to the 25th report of the China Internet Network Information Center (CNNIC), as of December 2009, the number of Internet users in China has reached 384 million, and the Internet penetration rate has further increased. The number of mobile phone users has reached 233 million. Of these, 61.5% are young people under the age of 29. The new media, represented by the Internet, has captured a large number of young readers into its arms. The circulation of newspapers has continued to decline under the impact of new media. The loss of young readers has become the survival crisis of newspapers. Newspapers are soberly aware that to reverse this situation, simply competing with new media is not a good strategy, and through the interaction and integration of traditional media and new media, It is the most important thing to seize the commanding height of the media in the future media competition. With the help of media fusion, newspapers can jointly develop readers' resources with new media, change the age structure of newspaper readers, and retain and develop the young readers of the network generation. This paper is divided into three parts. The first part through the analysis of a large number of domestic and foreign data, The second part is to find out the reason why young people do not read the newspaper through questionnaire survey and in-depth interviews. In the third part, combining with the typical cases of successful attracting young readers at home and abroad, the author summarizes their beneficial experiences and puts forward some measures to improve them.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：G213

【引證文獻】

相關期刊論文 前1條

1 朱春陽;�；莼�;;基于微博平臺的都市報競爭優(yōu)勢持續(xù)策略分析[J];新聞傳播;2011年07期

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本文編號：1638299