本文關鍵詞：陜西《陽光報》區(qū)域化經(jīng)營策略研究　出處：《渤海大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 省級都市報 陽光報 經(jīng)營策略 報業(yè)轉(zhuǎn)型

【摘要】：都市類報紙的市場化屬性突出,自誕生起就必須在激烈的競爭環(huán)境中求生存,其發(fā)行量和營收額是“隨市而變”的。新媒體出現(xiàn)后,新的受眾需求和客戶期待使傳統(tǒng)的報業(yè)市場在很大程度上發(fā)生了改變。對此,都市報不得不迎難而上,采用新的方式立穩(wěn)腳跟并找尋“新大陸”,試圖在更大程度上獲取市場認可度。所以,區(qū)域化擴張經(jīng)營成為都市類報紙應對新媒體沖擊而優(yōu)先選擇的轉(zhuǎn)變方式。但是,區(qū)域化擴張給報社帶來了很大的經(jīng)營成本壓力,原本經(jīng)營狀況不佳的報紙就逐漸淡漠并退出這場市場之戰(zhàn),最終呈現(xiàn)一家或三、四家主流都市報穩(wěn)步占領當?shù)厥袌龅膽B(tài)勢�！蛾柟鈭蟆肥顷兾魇〖壎际蓄悎蠹�,近年來,該報在區(qū)域化經(jīng)營方面也有自身的特色,它在品牌建設、數(shù)字化運作、內(nèi)容創(chuàng)新、融媒經(jīng)營、交互傳播等方面探索自身的優(yōu)勢力量,從內(nèi)出發(fā),進一步深根陜西市場。同時,該報在探索過程中也存在一定的不足和有待改進的地方,通過經(jīng)驗的總結(jié)及問題系統(tǒng)的梳理,可以進一步探討我國同級別都市類報紙在經(jīng)營模式轉(zhuǎn)變和融媒發(fā)展方面存在的問題,對省級都市類報紙經(jīng)營策略具有一定的啟迪意義。
[Abstract]:The marketization attribute of the city newspaper is outstanding, it must survive in the fierce competition environment since its birth, its circulation quantity and the revenue amount are "change with the market". After the new media appears. The new audience demand and customer expectation have changed the traditional newspaper market to a great extent. For this reason, Metropolis Daily has to face the difficulties and adopt new ways to establish its foothold and find the "New World". Therefore, regionalized expansion has become the first choice of urban newspapers to deal with the impact of new media. However. Regionalization of the expansion of the newspaper to bring great pressure on operating costs, the original poor business on the newspaper gradually indifferent and withdraw from this market war, and finally presents a or three. "Sunshine" is a city newspaper of Shaanxi Province. In recent years, the newspaper has its own characteristics in regional management, it is in the brand construction, digital operation. Content innovation, media management, interactive communication and other aspects to explore their own advantages, starting from the inside, further rooted in the Shaanxi market. At the same time, the newspaper in the process of exploration also has some shortcomings and needs to be improved. By summing up the experience and combing the problems, we can further explore the problems in the transformation of business model and the development of financial media in the same level of urban newspapers in China. It has certain enlightening significance to the management strategy of provincial city newspaper.
【學位授予單位】：渤海大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G219.27-F

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