本文選題：黨報 + 市場營銷��； 參考：《湘潭大學》2005年碩士論文

【摘要】：在中國報業(yè)進入新一輪競爭時期的背景下,研究區(qū)域黨報市場營銷問題,具有重要的現(xiàn)實意義和理論價值。 本課題運用管理學理論研究區(qū)域黨報的市場營銷策略,以期有助于區(qū)域黨報提高管理效率和效果,尤其是迅速開展市場營銷管理上的探索和創(chuàng)新。本課題的研究方法,一是針對區(qū)域黨報市場營銷方面的一些模糊問題進行理論探索;二是針對區(qū)域黨報的一些市場營銷實際問題,進行個案分析和對策研究。 目前,區(qū)域黨報管理理論界尚存一些模糊問題。如報紙發(fā)行與廣告的內(nèi)在決定關系、報紙盈利模式等問題,目前在理論界尚未看到專門的論述,而本文對此進行了初步的探討。本文分析了報紙區(qū)別于一般產(chǎn)品的六個特殊屬性,提供了報紙內(nèi)容產(chǎn)品上的 5 個競爭性和差異性指標的計算方法;總結了報紙發(fā)行和廣告的馬太效應、杠桿效應和邊際收益遞減規(guī)律,建立了發(fā)行廣告模型,得出了發(fā)行量決定廣告收入的結論;分析了報紙盈利模式的概念和三個層次,提出了改進原則。本文運用供應鏈理論,提出了“作為供應鏈節(jié)點的報紙的定位策略”的觀點;運用 IMC 理論,分析了報業(yè)的整合營銷傳播策略;對區(qū)域黨報的市場細分和廣告客戶關系管理等課題也提出了具體策略。 作為管理學與傳播學的跨學科研究成果,本課題對國內(nèi)區(qū)域黨報市場營銷理論進行了一定的創(chuàng)新,補充了目前研究方面尚存的闕如,取得了一定的理論成果,對于豐富市場營銷理論體系和區(qū)域黨報營銷管理理論具有一定價值。
[Abstract]:Under the background of Chinese newspaper industry entering a new round of competition, it is of great practical significance and theoretical value to study the marketing problem of regional party newspaper. This subject uses the management theory to study the marketing strategy of the regional party newspaper, in order to help the regional party newspaper to improve the efficiency and effect of management, especially to carry out the exploration and innovation of the marketing management quickly. The research methods of this subject are as follows: one is to carry on the theoretical exploration to some fuzzy problems in the marketing of regional party newspaper; the other is to carry on the case analysis and the countermeasure research aiming at some practical problems of the marketing of the regional party newspaper. At present, there are still some fuzzy problems in the theory of regional party newspaper management. For example, the relationship between the distribution of newspapers and advertisements, the pattern of newspaper profit, and so on, have not been discussed in the theory circle, and this article has carried on the preliminary discussion to this question. This paper analyzes the six special attributes of newspaper which are different from general products, provides the calculation methods of five competitive and differential indexes on newspaper content products, and summarizes the Matthew effect of newspaper distribution and advertising. In this paper, the model of issuing advertisement is established, and the conclusion that the circulation quantity determines the advertising revenue is obtained, the concept and three levels of newspaper profit model are analyzed, and the improvement principle is put forward. Based on the theory of supply chain, this paper puts forward the viewpoint of "the positioning strategy of newspaper as the node of supply chain", and analyzes the integrated marketing communication strategy of newspaper industry by using IMC theory. This paper also puts forward specific strategies for the market segmentation and advertising customer relationship management of regional party newspapers. As an interdisciplinary research result of management and communication, this topic has carried on certain innovation to the marketing theory of the domestic regional party newspaper, and has made certain theoretical achievements by supplementing the remaining lack of the current research. It has certain value for enriching marketing theory system and regional party newspaper marketing management theory.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2005
【分類號】：G219.24

【引證文獻】

相關碩士學位論文 前2條

1 朱云龍;報紙發(fā)行營銷的交換成本分析[D];湘潭大學;2007年

2 張銀泉;《內(nèi)蒙古少年報》（1997-2011）研究[D];內(nèi)蒙古大學;2012年

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本文編號：1985962