新形势下C日报在广西发行的优化研究
发布时间：2018-11-26 14:13
【摘要】：近年来,随着科学技术的日新月异以及互联网和新媒体的迅速发展,国内报纸发行正面临日益严峻的形势和挑战。2013年底,《劳埃德船舶日报》——全球最古董的报纸,向世界宣布停止供应印刷版,启动数字化发行。纸质媒体与新媒体进入了“诸侯争霸”的战国时代。为积极应对这一局面,各媒体就争夺有限的读者市场展开了白热化的竞争。发行是报纸的生命线,是报纸经营的重中之重,是媒体竞争的主战场。在媒体竞争领域,赢得发行才能赢得市场。面对新媒体的强势冲击,如何运用市场营销理念来整合媒体资源,提升和优化报纸的发行效率,规避报纸发行的误区,实现报纸的价值最大化,最大程度提高报纸发行量,是当前媒体发展需要迫切解决的关键问题。本文将以C日报为研究对象,结合企业诊断的相关管理理论知识,运用企业诊断等方法,着重对报纸发行的影响因素、主要误区、经营模式、经营策略等进行研究,综合分析国内外报纸发行的现状,试图探讨未来纸质媒体的发展趋势和方向,提出优化措施,以市场经营的理念发展报纸,希望对报纸发行研究理论的发展起到抛砖引玉的作用。同时,结合C日报的实际情况和具体条件,为地方记者站的报纸发行工作设计具体实施方案,保证报纸发行工作的有序推进和有效落实。
[Abstract]:In recent years, with the rapid development of science and technology and the rapid development of the Internet and new media, the distribution of domestic newspapers is facing an increasingly serious situation and challenges. At the end of 2013, Lloyd's ship Daily, the most antique newspaper in the world, Announced to the world to stop the supply of printed versions, the launch of digital distribution. The paper media and the new media entered the warring States period. In order to deal with this situation actively, the media compete for the limited reader market. Distribution is the lifeline of newspaper, the top priority of newspaper management and the main battlefield of media competition. In the field of media competition, the only way to win the market is to win the distribution. In the face of the strong impact of new media, how to use marketing ideas to integrate media resources, improve and optimize the distribution efficiency of newspapers, avoid the misunderstandings of newspaper distribution, maximize the value of newspapers, and maximize the circulation of newspapers. Is the current media development needs to urgently solve the key problem. This article will take C Daily as the research object, combines the enterprise diagnosis related management theory knowledge, uses the enterprise diagnosis and so on method, emphatically carries on the research to the newspaper circulation influence factor, the main mistake area, the management pattern, the management strategy and so on. This paper comprehensively analyzes the present situation of newspaper distribution at home and abroad, tries to discuss the development trend and direction of paper media in the future, and puts forward some optimization measures to develop newspapers with the concept of market management. I hope to play a role in the development of the theory of newspaper distribution research. At the same time, combined with the actual situation and specific conditions of C daily newspaper, the paper designs the concrete implementation plan for the newspaper distribution work of the local press station, so as to ensure the orderly promotion and effective implementation of the newspaper distribution work.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G215
本文编号：2358781
[Abstract]:In recent years, with the rapid development of science and technology and the rapid development of the Internet and new media, the distribution of domestic newspapers is facing an increasingly serious situation and challenges. At the end of 2013, Lloyd's ship Daily, the most antique newspaper in the world, Announced to the world to stop the supply of printed versions, the launch of digital distribution. The paper media and the new media entered the warring States period. In order to deal with this situation actively, the media compete for the limited reader market. Distribution is the lifeline of newspaper, the top priority of newspaper management and the main battlefield of media competition. In the field of media competition, the only way to win the market is to win the distribution. In the face of the strong impact of new media, how to use marketing ideas to integrate media resources, improve and optimize the distribution efficiency of newspapers, avoid the misunderstandings of newspaper distribution, maximize the value of newspapers, and maximize the circulation of newspapers. Is the current media development needs to urgently solve the key problem. This article will take C Daily as the research object, combines the enterprise diagnosis related management theory knowledge, uses the enterprise diagnosis and so on method, emphatically carries on the research to the newspaper circulation influence factor, the main mistake area, the management pattern, the management strategy and so on. This paper comprehensively analyzes the present situation of newspaper distribution at home and abroad, tries to discuss the development trend and direction of paper media in the future, and puts forward some optimization measures to develop newspapers with the concept of market management. I hope to play a role in the development of the theory of newspaper distribution research. At the same time, combined with the actual situation and specific conditions of C daily newspaper, the paper designs the concrete implementation plan for the newspaper distribution work of the local press station, so as to ensure the orderly promotion and effective implementation of the newspaper distribution work.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G215
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