本文選題：廣播電視報　切入點：生存現(xiàn)狀　出處：《重慶大學》2008年碩士論文

【摘要】： 廣播電視類報紙曾輝煌一時,但隨著經(jīng)濟的發(fā)展,我國報紙的市場化程度越來越高,競爭越來越激烈,廣電類報紙陷入了整體性的不景氣,大多數(shù)地市廣播電視報社出現(xiàn)了經(jīng)營危機。作為一份中小地市的廣電類報紙,曾經(jīng)紅火一時的《遂寧廣播電視報》也面臨著嚴峻的經(jīng)營困境。 目前,國內(nèi)對廣播電視報等生活娛樂類周報的研究文獻不多,且大多缺乏系統(tǒng)性,學術性和指導性不足,實用價值和可操作性也不強。因此,在復雜而激烈的競爭環(huán)境中,分析《遂寧廣播電視報》的現(xiàn)狀并制定出相應的發(fā)展策略,不僅能為該報的成長提供有指導意義的思路和具體策略,還能為大多數(shù)身處困境的地市廣播電視報的發(fā)展提供可借鑒性的模式。 本文就是在這一背景下應運而生的,希望結合戰(zhàn)略管理學、市場營銷學、新聞傳播學的有關理論,從《遂寧廣播電視報》的實際出發(fā),對它的生存現(xiàn)狀和現(xiàn)時的特征進行客觀的、全面的描述,找出該報的獨特優(yōu)勢,重新進行市場定位,并在此基礎上提出具體的營銷對策,為該報走出發(fā)展困境提供可行性建議。 本文通過對宏觀環(huán)境的PEST分析,得出《遂寧廣播電視報》生存在一個受眾結構有特色、文化發(fā)展健全適速,而經(jīng)濟欠發(fā)達、政策相對固定的非均衡外部環(huán)境中;通過對國內(nèi)外廣電類報刊現(xiàn)狀的分析和說明,用數(shù)據(jù)和實例證明了廣電類報刊存在的可能性和合理性,指出該報具有存在及發(fā)展的良好空間;通過對遂寧報業(yè)市場的分析,得出目前遂寧報業(yè)市場具有:報媒數(shù)量少,市場飽和度不高,本地報紙與外地報紙相互競爭,社會新聞、深度分析報道是遂寧讀者關注的重心等特征;通過SWOT分析,得出了該報的SO戰(zhàn)略、WO戰(zhàn)略、ST戰(zhàn)略、WT戰(zhàn)略。 在此基礎上,通過運用STP理論,本文對《遂寧廣電報》重新進行市場定位作了探討,提出了以電視為根本、以深度新聞為主打,資訊、娛樂為重點,提供信息、提供服務,市民化、本地化、特色化,貼近百姓、貼近生活的定位。圍繞這一定位,本文通過營銷組合的4C要素分析設計出了以下營銷策略:讀者導向型采編策略、效益型發(fā)行策略、經(jīng)營互動型廣告策略、雙向溝通型品牌策略。
[Abstract]:Radio and television newspapers have been brilliant for a while, but with the development of the economy, the degree of marketization of newspapers in our country has become more and more high, the competition is becoming more and more intense, and the radio and television newspapers have fallen into an overall depression. As a medium and small city radio and television newspaper, the Suining Radio and Television newspaper, once popular, is also facing a severe management dilemma. At present, there are few researches on weekly newspapers of life and entertainment such as radio and television newspapers in China, and most of them are lack of systematicness, lack of academic and guidance, and lack of practical value and maneuverability. Therefore, in the complex and fierce competition environment, The analysis of the present situation of Suining Radio and Television newspaper and the formulation of corresponding development strategies can not only provide guiding ideas and specific strategies for the growth of Suining Radio and Television News. It can also provide a model for the development of most of the beleaguered radio and television newspapers. This paper is born under this background, hoping to combine the relevant theories of strategic management, marketing and news communication, starting from the reality of Suining Radio and Television News. This paper gives an objective and comprehensive description of its living status and current characteristics, finds out its unique advantages, relocates its market position, and puts forward some concrete marketing countermeasures on this basis, which provides feasible suggestions for the newspaper to get out of the difficult position of development. Based on the PEST analysis of the macro environment, this paper draws a conclusion that Suining Radio and Television News survives in a non-balanced external environment with characteristic audience structure, sound and rapid cultural development, underdeveloped economy and relatively fixed policies. Through the analysis and explanation of the present situation of the radio and television newspapers and periodicals at home and abroad, the possibility and rationality of the existence of the radio and television newspapers and periodicals are proved with data and examples, and the good space for its existence and development is pointed out, and the market of Suining newspaper industry is analyzed. It is concluded that the present Suining newspaper market has the following characteristics: the number of newspapers is small, the market saturation is not high, local newspapers and foreign newspapers compete with each other, social news and in-depth analysis reports are the focus of attention of Suining readers, etc. Through SWOT analysis, The paper draws the so-so strategy of WO strategy and St strategy and WT strategy. On this basis, through the application of STP theory, this paper discusses the reorientation of the market of Suining Radio and Television News, and puts forward the idea of providing information and service by taking TV as the foundation, taking the deep news as the main player, and focusing on information and entertainment. Based on this orientation, this paper designs the following marketing strategies through the analysis of 4C elements of the marketing mix: reader-oriented acquisition strategy, profit-oriented distribution strategy, etc. Operating interactive advertising strategy, two-way communication brand strategy.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;G219.2-F

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