行业报的资源开发与品牌化运营
发布时间：2018-08-17 10:31
【摘要】： 行业报是中国报业中的一个独具特色的成员。它以某一行业领域内的特定读者群为受众对象。因为行业提供服务而生,以一个相对专业的领域为背景和依托,因此也需要随着行业的发展变化而进行适时的调整。 纵观行业报发展中存在的许多问题,诸如专业资源挖掘不深、与行业需求相脱节、争夺单一读者资源等等,导致了生存困难。本文针对上述问题,深入研究中国行业报现状,试图为行业报探索新的发展空间,寻求一条出路。 文章通过对国内多家行业报进行观察、对比、调研,对行业报应如何积极应对市场挑战进行了系统分析,指出行业报未来的生存发展的关键在于实施品牌化战略,一要纵向挖掘专业资源,形成特色报刊品牌;二要横向拓展传播资源,提高报刊品牌效益。 行业报在分析市场需求基础上,采取相应策略调整自身定位,提高为行业读者服务的意识,树立响亮的行业媒体品牌,就一定能实现向真正意义上的行业媒体转型,找到自身发展新的机遇。
[Abstract]:Industry newspaper is a unique member of Chinese newspaper industry. It targets a particular readership in an industry. Because the industry provides service, with a relatively professional field as the background and support, it also needs to adjust with the development and change of the industry. There are many problems in the development of industry newspaper, such as the lack of professional resource mining, the disconnection with the industry demand, the competition for a single reader resource, and so on, which lead to the difficulty of survival. In view of the above problems, this paper makes a thorough study of the current situation of China's trade newspapers, and tries to explore new development space and seek a way out for the industry newspapers. Based on the observation, comparison and investigation of many domestic industry newspapers, this paper systematically analyzes how the industry retribution actively responds to the market challenges, and points out that the key to the future survival and development of the industry newspaper lies in the implementation of the brand strategy. First, we should mine professional resources vertically to form characteristic newspaper brands; second, we should expand communication resources horizontally and improve the efficiency of newspapers and periodicals. On the basis of analyzing the market demand, the industry newspaper adopts the corresponding strategy to adjust its own position, raise the consciousness of serving the readers of the industry, set up a resounding industry media brand, and surely realize the transformation to the real sense of the industry media. Find new opportunities for your own development.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G216.3
本文编号：2187325
[Abstract]:Industry newspaper is a unique member of Chinese newspaper industry. It targets a particular readership in an industry. Because the industry provides service, with a relatively professional field as the background and support, it also needs to adjust with the development and change of the industry. There are many problems in the development of industry newspaper, such as the lack of professional resource mining, the disconnection with the industry demand, the competition for a single reader resource, and so on, which lead to the difficulty of survival. In view of the above problems, this paper makes a thorough study of the current situation of China's trade newspapers, and tries to explore new development space and seek a way out for the industry newspapers. Based on the observation, comparison and investigation of many domestic industry newspapers, this paper systematically analyzes how the industry retribution actively responds to the market challenges, and points out that the key to the future survival and development of the industry newspaper lies in the implementation of the brand strategy. First, we should mine professional resources vertically to form characteristic newspaper brands; second, we should expand communication resources horizontally and improve the efficiency of newspapers and periodicals. On the basis of analyzing the market demand, the industry newspaper adopts the corresponding strategy to adjust its own position, raise the consciousness of serving the readers of the industry, set up a resounding industry media brand, and surely realize the transformation to the real sense of the industry media. Find new opportunities for your own development.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G216.3
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