全媒体环境下D报营销管理研究

发布时间：2018-01-31 22:23

本文关键词： 新媒体报业 D报发展路径　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：D报是一家有着百年历史的老报,它以时政、财经新闻为主,在香港、大陆及海外的百余个国家及地区的华人世界中有着较高的知名度。如今数字化媒体发展迅猛,对传统报业产生着巨大的影响及冲击,中国乃至世界的各大报纸的市场份额及营业收入都在不断缩减,作为报业的从业者,我们已经看见,报纸已不再是阅读者们唯一重要的信息来源,不可替代性已大幅降低,传统报业的优势正在土崩瓦解,从前的经营思路和商业模式也因数字化时代的来临而被改变。纵观国内外各大报业,都在全媒体时代的背景做出不同程度的改革。海外的有美国《纽约时报》、英国《卫报》,国内的有《解放日报》、《新京报》等都是在改革的历程中具有代表性的报业机构。但是报业整体改革的大形式依然十分严峻,休刊、停刊、收入减少、利润负增长已成为整体报业的代表性词语,目前形势来看改革的多、成功的少、盈利的则少之又少。身为报业从业者,我们不禁要问,难道打败我们的真的只是数字化渠道吗?还是只是在这个数字化时代的背景下把我们传统报业的劣势给彻底的暴露了出来,自己打败了自己。新媒体时代的来临,带来的不单纯只是媒介传播途径的改变。在这个时代,不论是传媒也好、其他的行业也不例外,均在不同程度上受到了影响并加以改变。D报自身在数字化转型的道路上已经走过将近20个年头,是香港最早开办网站的报业媒体之一,但是在目前的整体经营发展上与领先的报纸行业机构及数字媒体行业机构还是存在相当的差距,需改进、完善之处较多,但可进步空间巨大。网络大时代更多带来的是营销理念、管理方式、用人机制上发生的变化。本文先是阐述当前较为先进的营销管理理论,而后对当前报业及D报本身现状进行分析、找出传统媒体行业发展中的劣势、弊端,再将先进的营销理管理方式及用人机制与D报本身相互结合、提出优化方案,最后对D报及整体的报业发展进行总结并展望。
[Abstract]:D is a century-old newspaper, it is mainly political, financial news, in Hong Kong. More than 100 countries and regions in the mainland and overseas of the Chinese world has a high profile. Nowadays, the rapid development of digital media has a huge impact on the traditional newspaper industry. The market share and operating income of the major newspapers in China and the world are shrinking. As the newspaper practitioners, we have seen that newspapers are no longer the only important source of information for readers. Irreplaceable has been greatly reduced, the advantages of the traditional newspaper industry is disintegrating, the former business ideas and business models have also been changed because of the advent of the digital age. In the context of the all-media era, there have been varying degrees of reform. Overseas are the New York Times, the Guardian and the Liberation Daily at home. The Beijing News is a representative newspaper organization in the course of reform. However, the big form of the overall reform of the newspaper industry is still very severe. Negative profit growth has become a representative term of the overall newspaper industry. In the current situation, there are more reforms, less successes, and fewer profits. As a newspaper practitioner, we cannot help asking. Is it really just a digital channel that beats us? Or just in this digital era of the background of our traditional newspaper industry to the thorough exposure of their own defeat. The advent of the new media era. In this era, whether it is the media or the media, other industries are no exception. Both have been affected in varying degrees and changed. D newspaper itself has gone through nearly 20 years on the road of digital transformation and is one of the earliest newspaper media in Hong Kong to set up a website. However, there is still a considerable gap between the current overall business development and the leading newspaper industry organizations and digital media industry organizations, which need to be improved and improved. However, there is a huge room for improvement. The network era brings more changes in marketing concepts, management methods and employment mechanisms. This paper first describes the current more advanced marketing management theory. Then the paper analyzes the current situation of newspaper and D newspaper itself, finds out the disadvantages and drawbacks in the development of traditional media industry, and then combines the advanced marketing management methods and employment mechanism with D newspaper itself. Finally, the paper summarizes and prospects the development of D newspaper and the whole newspaper industry.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G219.2-F

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