《合肥晚报》的活动营销研究

发布时间：2018-07-20 12:58

【摘要】：随着互联网的冲击、新媒体的崛起,纸媒传统的盈利模式已受到严峻的挑战。各类报纸纷纷在“卖内容”“卖广告”之外创新经营方式——“卖活动”,即媒体通过举办活动来提升自身品牌知名度,获取利润。本文主要研究《合肥晚报》的活动营销,在综合分析有关活动营销的大量文献资料的基础上,结合近两年来《合肥晚报》开展的活动营销情况,以其中的几大品牌活动为具体案例,研究《合肥晚报》活动营销的特点,分析在举办活动中存在的问题并有针对性地提出一些建设性意见。本文首先分析纸媒的活动营销,运用整合营销理论、注意力经济理论对纸媒目前的生存现状进行剖析,指出活动营销对激活纸媒市场的必要性。在此基础上,以《合肥晚报》举办的活动营销为重点进行分析,得出《合肥晚报》活动营销的特点主要有:紧贴市场、抓住热点;品牌输出、整合营销;宣传造势、立体传播。研究发现《合肥晚报》在举办活动营销过程中存在一些问题:缺乏专业运营机构和人才,活动数量多且内容雷同,缺乏活动产业链开发。针对以上问题提出对策:打造优秀的策划和执行团队,细分活动市场、差异化营销,构建活动产业链、开发商业价值。新媒体的发展将改变活动营销的发展态势,未来活动营销将朝着跨媒体营销和品牌营销两大方向发展。
[Abstract]:With the impact of the Internet and the rise of new media, the traditional profit model of paper media has been severely challenged. All kinds of newspapers have been innovating their business methods besides "selling content" and "selling advertisements"-"selling activities", that is, media organize activities to enhance their brand awareness and gain profits. This paper mainly studies the activity marketing of Hefei Evening News. On the basis of comprehensive analysis of a large number of documents on activity marketing, this paper combines the activity marketing situation of Hefei Evening News in the past two years. Taking several major brand activities as specific cases, this paper studies the characteristics of activities marketing in Hefei Evening News, analyzes the problems existing in the activities and puts forward some constructive suggestions. This paper first analyzes the activity marketing of paper media, analyzes the current living situation of paper media by using integrated marketing theory and attention economy theory, and points out the necessity of active marketing to activate the paper media market. Based on the analysis of the activity marketing held by Hefei Evening News, the author draws the conclusion that the characteristics of the activity marketing of Hefei Evening News are as follows: close to the market, catch the hot spot, export the brand, integrate marketing, propagandize and spread in three dimensions. The study found that Hefei Evening News has some problems in the process of organizing and marketing activities: lack of professional operating institutions and talents, large number of activities and similar content, lack of activity industry chain development. Aiming at the above problems, this paper puts forward countermeasures: to create excellent planning and execution team, to subdivide the activity market, to differentiate marketing, to construct the activity industry chain and to develop the commercial value. The development of new media will change the development trend of activity marketing. In the future, activity marketing will develop in the direction of cross-media marketing and brand marketing.
【学位授予单位】：安徽师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.2

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