中國報(bào)紙廣告經(jīng)營增效研究——以《成都商報(bào)》為個案
發(fā)布時間：2018-07-24 18:58
【摘要】：廣告是報(bào)紙的經(jīng)濟(jì)命脈。但是，以何種尺度來把握這一命題，這就決定了能否實(shí)現(xiàn)廣告經(jīng)營效益的最優(yōu)化。從指導(dǎo)方針上來說，要根據(jù)現(xiàn)階段報(bào)紙經(jīng)營的大環(huán)境，決定是從戰(zhàn)略上還是從戰(zhàn)術(shù)上對廣告經(jīng)營給予研究和開發(fā)。通過對中國報(bào)紙現(xiàn)階段的廣告經(jīng)營狀況分析，可以明顯發(fā)現(xiàn)在認(rèn)識上出現(xiàn)了一些偏差：產(chǎn)業(yè)化是戰(zhàn)略方向，但是客觀地說，目前的中國報(bào)紙僅僅處在產(chǎn)業(yè)化的初級階段，然而輿論環(huán)境卻都在鼓吹著產(chǎn)業(yè)化高級階段的經(jīng)營實(shí)踐，，如報(bào)紙與資本市場的整合、報(bào)紙的跨媒體經(jīng)營、報(bào)業(yè)集團(tuán)的構(gòu)建等等。根據(jù)發(fā)達(dá)的西方報(bào)業(yè)的經(jīng)驗(yàn)，現(xiàn)代報(bào)業(yè)的產(chǎn)業(yè)化經(jīng)營是建立在廣告基礎(chǔ)之上的，沒有對廣告經(jīng)營戰(zhàn)術(shù)層面的充分積累，產(chǎn)業(yè)化將只是空中樓閣。當(dāng)然，不能說中國報(bào)紙不重視廣告經(jīng)營，而是說對如何提高廣告經(jīng)營效益缺乏系統(tǒng)的、整體化的研究。因此，從學(xué)理出發(fā)，對實(shí)踐中可供借鑒的廣告經(jīng)營增效的方法進(jìn)行梳理和研究，是解決這一問題的當(dāng)務(wù)之急。 本文選取報(bào)業(yè)經(jīng)營實(shí)踐中一個成功的案例《成都商報(bào)》，將其廣告經(jīng)營思路、策略進(jìn)行系統(tǒng)化的梳理，并結(jié)合傳播學(xué)、廣告學(xué)等相關(guān)理論，提出了一套可資借鑒的廣告經(jīng)營增效策略。 全文共分為五部分。 第一部分為緒論，交代了論文的選題理由、國內(nèi)研究現(xiàn)狀及本文的研究方法、框架設(shè)計(jì)。本文的獨(dú)創(chuàng)性在于區(qū)別于傳統(tǒng)的概觀式研究和內(nèi)容分析法，而 采取理論與實(shí)踐相結(jié)合的單一案例分析法。 第二部分簡要介紹了中國報(bào)紙廣告經(jīng)營的發(fā)展歷程與現(xiàn)狀，對20年來中國 報(bào)業(yè)廣告經(jīng)營理念、經(jīng)營手段的變遷作了階段性分析，共分為四個階段，指出 中國報(bào)紙廣告經(jīng)營當(dāng)前己進(jìn)入營銷導(dǎo)向階段。這是史學(xué)意義的思考。 第三部分引用了影響力經(jīng)濟(jì)、差異化競爭、整合行銷傳播等幾個理論來分 析中國廣告經(jīng)營增效的方向與途徑，這是學(xué)理層面的思考。 第四部分是對《成都商報(bào)》的個案分析，這是全文的重點(diǎn)。主要對《成都 商報(bào)》十年來廣告經(jīng)營的策略作了縱深剖析。之所以選此案例，是因?yàn)樵谒麄?的廣告經(jīng)營實(shí)踐中，充分地運(yùn)用了影響力經(jīng)濟(jì)、差異化競爭、整合行銷理論的 精髓，以科學(xué)的、創(chuàng)新的廣告經(jīng)營策略實(shí)現(xiàn)了廣告經(jīng)營的全面增效，體現(xiàn)出了 較為先進(jìn)的廣告經(jīng)營思想。 第五部分是結(jié)語，結(jié)合《成都商報(bào)》的成功經(jīng)驗(yàn)，對中國報(bào)紙廣告經(jīng)營增 效的理念和策略進(jìn)行了提煉。 本論文的創(chuàng)新價值在于:內(nèi)容上包括了歷史回顧、現(xiàn)狀概括，理論提升， 案例剖析等板塊，力圖為現(xiàn)階段中國報(bào)紙廣告經(jīng)營增效提供一份策略性參考資 料;方法上采用了單一數(shù)據(jù)來源的定量研究方法，引入了權(quán)威的第三方市場監(jiān) 測機(jī)構(gòu)的調(diào)查數(shù)據(jù)。 關(guān)鍵詞:中國報(bào)紙廣告經(jīng)營增效差異化影響力經(jīng)濟(jì)整合行銷傳播 策略服務(wù)廣告資源構(gòu)架
[Abstract]:Advertising is the economic lifeline of the newspaper. However, it is determined by what scale to achieve the optimization of the efficiency of advertising management. From the guiding principles, it is decided to give research and development from the strategic or tactical to the wide operation of the newspaper. The analysis of the current situation of advertising management can clearly find some deviations in understanding: industrialization is a strategic direction, but objectively speaking, the current Chinese newspapers are only in the primary stage of industrialization, but the public opinion environment is encouraging the management practice of the advanced stage of industrialization, such as the integration of the newspaper and the capital market. According to the experience of the developed western newspaper industry, the industrialization of the modern newspaper industry is based on the advertising basis, without sufficient accumulation of advertising management tactical level, industrialization will be only a castle in the air. Of course, it is not to say that Chinese newspapers do not attach importance to advertising operation, but say that How to improve the efficiency of advertising management is lack of systematic and holistic research. Therefore, it is urgent to solve this problem to sort out and study the method of increasing efficiency of advertising management which can be used for reference in practice.
In this paper, a successful case of the newspaper business, the Chengdu commercial newspaper, is selected to systematically comb the ideas and Strategies of its advertising management, and to put forward a set of useful strategies for advertising management, which can be used for reference in combination with the theories of communication and advertising.
The full text is divided into five parts.
The first part is the introduction, which explains the reasons for the topic, the current situation of domestic research, the research methods and the frame design. The originality of this paper lies in the difference from the traditional survey and content analysis.
A single case analysis method combining theory with practice is adopted.
The second part briefly introduces the development and current situation of advertising operation in Chinese newspapers. For the past 20 years,
There are four stages in the change of newspaper advertising management philosophy and management means.
The advertising management of Chinese newspapers has entered the stage of marketing guidance at present. This is the thinking of historical significance.
In the third part, we divide the influential economy, differentiated competition, integrated marketing communication and so on.
Analysis of the direction and way to improve the efficiency of China's advertising business is a reflection of academic level.
The fourth part is the case analysis of the Chengdu Commercial Daily, which is the focus of the full text. Mainly for < Chengdu.
In the past ten years, the strategy of advertising management has been deeply analyzed.
In the practice of advertising management, we have made full use of the influence economy, differentiated competition and integrated marketing theory.
The essence, with scientific and innovative advertising strategy, has realized the overall efficiency of advertising operation.
More advanced advertising ideas.
The fifth part is the conclusion. Combined with the successful experience of Chengdu Commercial Daily, the advertising business of Chinese newspapers is increased.
The effective ideas and strategies were refined.
The innovative value of this thesis is that the contents include historical review, current situation generalization and theoretical improvement.
Case analysis and other sections, trying to provide a strategic reference for Chinese newspaper advertising operation at this stage.
The method adopted a quantitative research method of single data source, and introduced the authoritative third party market supervisor.
Survey the data of the survey.
Key words: Chinese newspaper advertising business efficiency difference influence economic integration marketing communication
Strategic service advertising resources framework
【學(xué)位授予單位】：四川大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2004
【分類號】：G216.3
本文編號：2142331
[Abstract]:Advertising is the economic lifeline of the newspaper. However, it is determined by what scale to achieve the optimization of the efficiency of advertising management. From the guiding principles, it is decided to give research and development from the strategic or tactical to the wide operation of the newspaper. The analysis of the current situation of advertising management can clearly find some deviations in understanding: industrialization is a strategic direction, but objectively speaking, the current Chinese newspapers are only in the primary stage of industrialization, but the public opinion environment is encouraging the management practice of the advanced stage of industrialization, such as the integration of the newspaper and the capital market. According to the experience of the developed western newspaper industry, the industrialization of the modern newspaper industry is based on the advertising basis, without sufficient accumulation of advertising management tactical level, industrialization will be only a castle in the air. Of course, it is not to say that Chinese newspapers do not attach importance to advertising operation, but say that How to improve the efficiency of advertising management is lack of systematic and holistic research. Therefore, it is urgent to solve this problem to sort out and study the method of increasing efficiency of advertising management which can be used for reference in practice.
In this paper, a successful case of the newspaper business, the Chengdu commercial newspaper, is selected to systematically comb the ideas and Strategies of its advertising management, and to put forward a set of useful strategies for advertising management, which can be used for reference in combination with the theories of communication and advertising.
The full text is divided into five parts.
The first part is the introduction, which explains the reasons for the topic, the current situation of domestic research, the research methods and the frame design. The originality of this paper lies in the difference from the traditional survey and content analysis.
A single case analysis method combining theory with practice is adopted.
The second part briefly introduces the development and current situation of advertising operation in Chinese newspapers. For the past 20 years,
There are four stages in the change of newspaper advertising management philosophy and management means.
The advertising management of Chinese newspapers has entered the stage of marketing guidance at present. This is the thinking of historical significance.
In the third part, we divide the influential economy, differentiated competition, integrated marketing communication and so on.
Analysis of the direction and way to improve the efficiency of China's advertising business is a reflection of academic level.
The fourth part is the case analysis of the Chengdu Commercial Daily, which is the focus of the full text. Mainly for < Chengdu.
In the past ten years, the strategy of advertising management has been deeply analyzed.
In the practice of advertising management, we have made full use of the influence economy, differentiated competition and integrated marketing theory.
The essence, with scientific and innovative advertising strategy, has realized the overall efficiency of advertising operation.
More advanced advertising ideas.
The fifth part is the conclusion. Combined with the successful experience of Chengdu Commercial Daily, the advertising business of Chinese newspapers is increased.
The effective ideas and strategies were refined.
The innovative value of this thesis is that the contents include historical review, current situation generalization and theoretical improvement.
Case analysis and other sections, trying to provide a strategic reference for Chinese newspaper advertising operation at this stage.
The method adopted a quantitative research method of single data source, and introduced the authoritative third party market supervisor.
Survey the data of the survey.
Key words: Chinese newspaper advertising business efficiency difference influence economic integration marketing communication
Strategic service advertising resources framework
【學(xué)位授予單位】：四川大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2004
【分類號】：G216.3
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前7條
1 盧珊;廣告限播令后西部縣級電視臺媒體經(jīng)營發(fā)展研究[D];西南交通大學(xué);2011年
2 汪源;報(bào)業(yè)市場競爭中的廣告經(jīng)營策略研究[D];暨南大學(xué);2006年
3 向林芳;CRM在報(bào)業(yè)廣告經(jīng)營中的應(yīng)用[D];暨南大學(xué);2007年
4 李增軍;《湘報(bào)》廣告市場推廣優(yōu)化策略研究[D];中南大學(xué);2009年
5 于濤然;報(bào)紙廣告資源優(yōu)化研究[D];東北大學(xué);2008年
6 崔寧;《體壇周報(bào)》廣告?zhèn)鞑ゲ呗匝芯縖D];河北大學(xué);2012年
7 鄧靜;四川農(nóng)村日報(bào)廣告發(fā)展策略研究[D];西南交通大學(xué);2011年
本文編號：2142331
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