数字时代的YNXXB营销策略转型探讨

发布时间：2018-05-09 16:19

本文选题：报媒 + 营销策略　；参考：《云南大学》2015年硕士论文

【摘要】：数字时代,互联网信息技术快速发展,推动了网络媒体、新媒体等新兴媒体技术的快速发展,它们在给人们生活带来便利的同时,也让传统报业感受到了前所未有的挑战。本文梳理国内外报媒在转型、探索新营销模式等方面的做法,并结合云南本土比较有代表性的都市报——YNXXB的实际情况,阐述报媒已经进行的尝试及存在的问题,分析可能存在的营销策略转型的空间、具体做法,旨在找到一些切实可行的发展路径。本文的重点在3、4、5章,通过对报媒所处的政治法律环境、社会文化环境、经济环境、科技环境的宏观分析(PEST分析方法),以及微观环境分析,确定报媒营销策略转型面临的机会与风险。再以“职业”这一指标,确定YNXXB在SWOT模型下的市场机会。综合分析之后,最后得出YNXXB在目标市场、内容、渠道、收入、人员和沟通等方面进行营销转型的思路。通过个案分析、内容分析、文献分析以及比较分析等方法,笔者梳理出了报媒营销策略转型的一些具体做法。
[Abstract]:In the digital age, the rapid development of Internet information technology has promoted the rapid development of network media, new media and other emerging media technology. They not only bring convenience to people's lives, but also make the traditional newspaper industry feel unprecedented challenges. This article combs the domestic and foreign news media in the transformation, explores the new marketing pattern and so on, and unifies the Yunnan native more representative city newspaper YNXXB actual situation, elaborated the newspaper media has carried on the attempt and the existence question, This paper analyzes the possible space for the transformation of marketing strategies, and the specific practices, in order to find some feasible development paths. The emphasis of this paper is in chapter 3, chapter 4, through the macroscopic analysis of the political and legal environment, the social and cultural environment, the economic environment, the scientific and technological environment, and the analysis of the microscopic environment, including the political and legal environment, the social and cultural environment, the economic environment and the scientific and technological environment. Identify the opportunities and risks faced by the media marketing strategy transition. Then, with the index of "occupation", the market opportunity of YNXXB under SWOT model is determined. After comprehensive analysis, the author concludes that YNXXB makes marketing transformation in the aspects of target market, content, channel, income, personnel and communication. Through case analysis, content analysis, literature analysis and comparative analysis, the author sorts out some specific methods of newspaper marketing strategy transformation.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G219.2-F;F274

【共引文献】