本文選題：鄭州Z報(bào)社 + 經(jīng)營(yíng)轉(zhuǎn)型��； 參考：《中原工學(xué)院》2017年碩士論文

【摘要】：近年來,新媒體的普及、廣播電視媒體的升級(jí)、營(yíng)銷環(huán)境的轉(zhuǎn)變,給報(bào)紙媒體造成嚴(yán)重沖擊,其發(fā)行量和廣告收入呈現(xiàn)出塌方式下滑。鄭州Z報(bào)社在當(dāng)前媒介行業(yè)和市場(chǎng)環(huán)境下,卻通過經(jīng)營(yíng)轉(zhuǎn)型活動(dòng),在一定程度上遏制住了經(jīng)營(yíng)下滑的狀態(tài),鞏固了與河南商報(bào)、東方今報(bào)相比的優(yōu)勢(shì),縮小了與大河報(bào)之間的差距,其經(jīng)營(yíng)轉(zhuǎn)型經(jīng)驗(yàn)值得我們展開深入研究�；诖�,論文以"鄭州Z報(bào)社經(jīng)營(yíng)轉(zhuǎn)型研究"為題,正是要采用文獻(xiàn)梳理法、訪談法、案例分析法、對(duì)比分析法,在簡(jiǎn)要論述鄭州Z報(bào)社經(jīng)營(yíng)轉(zhuǎn)型背景的基礎(chǔ)上,系統(tǒng)剖析了其經(jīng)營(yíng)轉(zhuǎn)型方式,總結(jié)出其成功經(jīng)驗(yàn)。論文主要得出以下幾個(gè)方面的結(jié)論:一是當(dāng)前鄭州Z報(bào)社面臨著新媒體不斷擠壓報(bào)紙讀者群、傳統(tǒng)媒體普遍進(jìn)行轉(zhuǎn)型發(fā)展、眾媒體發(fā)展分解報(bào)業(yè)廣告主、讀者群呈現(xiàn)音像化閱讀趨勢(shì)四個(gè)方面的挑戰(zhàn),但同時(shí)也獲得了政策指導(dǎo)與扶持、先進(jìn)的信息技術(shù)的支撐、大營(yíng)銷推廣的時(shí)代背景、數(shù)字化轉(zhuǎn)型消解傳統(tǒng)媒體差距四個(gè)方面的發(fā)展機(jī)遇。二是鄭州Z報(bào)社也有著自身優(yōu)勢(shì),包括具有豐富的讀者群與廣告客戶資源、建構(gòu)起龐大的訂閱與零售發(fā)行渠道、形成了高水平的報(bào)紙品牌五度優(yōu)勢(shì)和具有鄭州W集團(tuán)雄厚的背景實(shí)力等等,但其缺陷則表現(xiàn)在報(bào)紙固有的文字傳播形態(tài)的缺陷、投放規(guī)模與時(shí)效性的天花板局限、報(bào)紙的互動(dòng)性與活動(dòng)性明顯不足。三是鄭州Z報(bào)社實(shí)施的經(jīng)營(yíng)轉(zhuǎn)型策略包括采用全媒體戰(zhàn)略來創(chuàng)新內(nèi)部媒體組織體系,通過整合傳播活動(dòng)來實(shí)現(xiàn)內(nèi)容生產(chǎn)與發(fā)布再造,從營(yíng)銷渠道轉(zhuǎn)變?yōu)闋I(yíng)銷策劃與實(shí)施者,以經(jīng)營(yíng)理念實(shí)施平臺(tái)負(fù)責(zé)制,細(xì)化讀者群市場(chǎng)實(shí)施媒體終端下沉。四是鄭州Z報(bào)社經(jīng)營(yíng)轉(zhuǎn)型的成功經(jīng)驗(yàn)主要表現(xiàn)在采用新技術(shù)來創(chuàng)新媒介形態(tài),從市場(chǎng)細(xì)分的角度來定位媒介風(fēng)格,立足全媒體群進(jìn)行整合信息傳播活動(dòng),主動(dòng)策劃設(shè)計(jì)重大的新聞選題,積極開展各類專題營(yíng)銷活動(dòng),創(chuàng)新組織建構(gòu)適應(yīng)經(jīng)營(yíng)轉(zhuǎn)型以及著力打造高素質(zhì)的人才隊(duì)伍。
[Abstract]:In recent years, the popularity of new media, the upgrading of radio and television media, and the change of marketing environment have caused a serious impact on the newspaper media. In the current media industry and market environment, the Zhengzhou Z newspaper has, to a certain extent, curbed the decline of its operation and consolidated its advantages compared with the Henan Commercial Daily and the Oriental Today newspaper through its business transformation activities. Narrowed the gap between the big river newspaper, its management transformation experience is worthy of our in-depth study. Based on this, the thesis takes "the Zhengzhou Z newspaper office management transformation research" as the title, precisely must use the literature combing method, the interview method, the case analysis method, the contrast analysis method, on the basis of the brief discussion Zhengzhou Z newspaper office management transformation background, Systematic analysis of its business transformation mode, summed up its successful experience. The main conclusions of the paper are as follows: first, Zhengzhou Z newspaper is facing the new media constantly squeezing the newspaper readership, the traditional media is generally transforming and developing, and the mass media is developing to decompose the newspaper advertisers. Readers present audiovisual reading trend in four aspects of challenges, but also obtained policy guidance and support, the support of advanced information technology, marketing and promotion of the era background, Digital transformation eliminates the traditional media gap in four aspects of development opportunities. Second, Zhengzhou Z newspaper also has its own advantages, including a rich readership and advertising customer resources, building a huge subscription and retail distribution channels. It has formed a high level of five degree advantage of newspaper brand and strong background strength of Zhengzhou W Group, but its defects are reflected in the defects of the inherent form of newspaper text dissemination, the ceiling limitation of the scale of delivery and timeliness, etc. The interactivity and activity of newspaper are obviously insufficient. Thirdly, the strategy of management transformation implemented by Zhengzhou Z newspaper includes the adoption of all-media strategy to innovate the internal media organization system, the realization of content production and distribution reengineering through the integration of communication activities, and the transformation from marketing channels to marketing planning and implementers. Implement platform responsibility system with management idea, refine readership market implement media terminal sink. Fourth, the successful experience of Zhengzhou Z newspaper office in its operation transformation is mainly manifested in the adoption of new technology to innovate the media form, the positioning of media style from the perspective of market segmentation, and the integration of information dissemination activities based on the whole media group. Actively planning and designing major news topics, actively carrying out all kinds of special marketing activities, innovating organizations, building new organizations to adapt to business transformation, and making efforts to build high-quality talents.
【學(xué)位授予單位】：中原工學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G219.24-F

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