传统纸媒电商实践战略研究

发布时间：2018-04-17 04:05

本文选题：传统纸媒电商 + 受众转化　；参考：《山东师范大学》2017年硕士论文

【摘要】：随着新媒体的发展,传统纸媒不断受到新媒体的冲击,面临着发行量与广告量持续下降的困境。传统纸媒的生存空间不断被挤压,如果不顺应时代改变,借力转型,道路会越走越艰难,这促使传统纸媒的经营方式发生改变,挑战与机遇并存。在这样的时代背景下,传统纸媒借力其多年积累的良好公信力、大量且忠实的读者以及强大的影响力,试水电商行业。这一尝试尽管会面临很多困难,但是不失为一条有良好发展前景的转型之路。基于此背景,本研究将文献资料法与案例分析法相结合,选择较为典型的传统纸媒电商实践案例进行研究,分析各自特征,把握它们的发展脉络,探索发展困境,并从实践的角度,对传统纸媒电商今后的发展提出对策。本研究分为六部分:第一部分:绪论。首先介绍传统纸媒目前所面临的发展困境,提出传统纸媒进行电商实践是一条可行之路,说明研究背景与意义。其次对研究对象进行界定,梳理分析以往的研究成果。最后说明研究内容与研究方法。第二部分:传统纸媒电商实践的迫切性。传统纸媒遭遇发展“寒冬”,在“互联网+”计划顺利实施的时代背景下,电商行业发展迅猛。传统纸媒应当抓住时代的发展机遇,顺势而为,这不仅是行业的发展要求,更是时代的发展要求。第三部分:传统纸媒电商实践的必然性。本部分从传播学视角与营销学视角进行分析,根据媒介变形理论,依据信源的可信度、精确的受众定位、良好的销售渠道、现有资源降低成本等传统纸媒电商实践的优势所在,肯定了传统纸媒电商实践良好的发展基础。第四部分:传统纸媒电商实践路径分析。传统纸媒电商实践现有的四种模式:引流导购型、平台型、移动电商型、社会化电商型。首先四种模式进行概括分析,提出其发展迟缓的症结以及发展过程中存在的问题,分别是:市场驱动消耗品牌价值、平台信息空间不足、传统纸媒自身的体制固化。第五部分:传统纸媒电商实践战略部署。针对传统纸媒电商实践现存的问题,从实践的角度出发,提出解决对策,那就是需要深耕母体领域、兼具媒体与电商双重思维、改变组织构架。第六部分:结语。对全文进行总结,指出研究存在的不足,并对传统纸媒电商的未来发展做出展望。
[Abstract]:With the development of new media, traditional paper media are constantly impacted by new media, and they are faced with the dilemma of decreasing circulation and advertising.The living space of traditional paper media is constantly squeezed. If we do not adapt to the change of the times and take advantage of the transformation, the road will become more and more difficult, which will lead to the change of the management mode of traditional paper media, and the coexistence of challenges and opportunities.Under the background of this era, traditional paper media take advantage of its good credibility accumulated over the years, a large number of loyal readers and strong influence to test the water commerce industry.Although this attempt will face many difficulties, it is a promising transition path.Based on this background, this study combines the literature method with the case analysis method, selects the more typical traditional paper media e-commerce practice case to study, analyzes their respective characteristics, grasps their development vein, and explores the development predicament.And from the point of view of practice, the paper puts forward the countermeasures for the future development of traditional paper media e-commerce.This research is divided into six parts: the first part: introduction.This paper first introduces the development dilemma of traditional paper media, and points out that it is a feasible way for traditional paper media to carry out e-commerce practice, and explains the research background and significance.Secondly, the research object is defined and the previous research results are analyzed.Finally, the research contents and methods are explained.The second part: the urgency of the traditional paper media e-commerce practice.Under the background of the "Internet" project being carried out smoothly, the e-commerce industry is developing rapidly.Traditional paper media should seize the development opportunity of the times and conform to the trend, which is not only the development requirement of the industry, but also the development requirement of the times.The third part: the inevitability of the traditional paper medium e-commerce practice.This part analyzes from the perspective of communication and marketing, according to the theory of media deformation, according to the credibility of information sources, accurate audience positioning, good sales channels, existing resources to reduce costs and other advantages of traditional paper media e-commerce practice.The good development foundation of the traditional paper medium e-commerce practice is affirmed.The fourth part: the traditional paper medium e-commerce practice path analysis.Traditional paper medium e-commerce practices the existing four models: drainage, platform, mobile, social e-commerce.Firstly, four models are analyzed, and the problems in the process of development are put forward. They are: market drive consumes brand value, the information space of platform is insufficient, and the system of traditional paper media is solidified.The fifth part: the traditional paper media e-commerce practice strategic deployment.In view of the existing problems in the practice of traditional paper media e-commerce, this paper puts forward some countermeasures from the point of view of practice, that is, the need for deep cultivation of the field of mother body, the dual thinking of both media and e-commerce, and the change of organizational structure.Part VI: conclusion.This paper summarizes the paper, points out the shortcomings of the research, and makes a prospect for the future development of traditional paper media e-commerce.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.2-F

【参考文献】