凤凰周报广告业务营销方案研究

发布时间：2018-05-30 16:58

本文选题：报纸 + 广告营销　；参考：《河北工业大学》2015年硕士论文

【摘要】：报纸广告收入是维持报社正常运转的主要经济来源。报纸的印刷费、发行费,甚至员工的工资奖金,都要靠报纸广告收入来支付。可以说,报纸广告是影响报社兴衰的主要经济因素。近年来,受经济、政治、科技等各方面的影响,全国各地报纸,特别是地方性报纸广告收入直线下滑,这一趋势在一段时期内还将继续,报纸广告迎来了真正的冬天。凤凰周刊自2012年也被卷入了广告收入下滑的浪潮中。2012年,广告收入比去年同期减少50%,2013年同期减少近70%。本文从凤凰周报的实际出发,结合当地广告市场环境,通过历年来报纸发展的各项数据,对比同城报纸的数据情况,找出广告收入下滑的主要原因。房地产、医药行业作为报纸广告的支柱行业,受到经济和政治环境的影响,行业不景气,广告投入量减少,导致报纸广告收入减少。在目前经济政治环境不变的情况下,凤凰周报广告创收不能仅仅局限于广告版面的增长,而是媒体整合营销。将报纸现有的受众群体与广告客户群体有机结合,针对房地产、汽车、建材等广告客户做集客式营销,利用线上线下活动,创造广告收入,针对医药、金融等广告客户,利用软性化广告吸引读者注意力,提升产品销量。针对旅游、商业、美食等行业,以纸质媒体与新媒体为传播渠道,才能吸引年轻读者,起到很好地传播效果。本文通过凤凰周报广告市场营销环境分析,利用市场营销学波特钻石理论、7P'S理论等对报纸广告营销进行归纳总结,精确市场定位、筛选广告客户群体,总结出一套适合凤凰周报发展的广告业务整合营销之路。希望以此给地市级报纸提供一定的借鉴意义。
[Abstract]:Newspaper advertising revenue is the main source of income to maintain the normal operation of the newspaper. Newspaper printing, publishing, and even employees' bonuses are covered by newspaper advertising. Can say, newspaper advertisement is the main economic factor that affects newspaper rise and fall. In recent years, under the influence of economy, politics, science and technology, the advertising revenue of newspapers all over the country, especially the local newspapers, has plummeted. This trend will continue for a period of time, and the newspaper advertising has ushered in a real winter. Phoenix Weekly has also been caught in a wave of falling advertising revenue since 2012, when advertising revenues were down by 50 points from a year earlier and nearly 70 points lower in the same period in 2013. Based on the actual situation of Phoenix Weekly newspaper and the local advertising market environment, this paper compares the data of newspaper development over the years and finds out the main reasons for the decline of advertising revenue. As the pillar industry of newspaper advertisement, the real estate and medicine industry is affected by the economic and political environment, the industry is depressed, and the amount of advertising investment is reduced, which leads to the decrease of newspaper advertising revenue. In the current economic and political environment, the Phoenix Weekly advertising revenue can not only be confined to the growth of advertising space, but media integration marketing. Organically combining the existing audience groups of newspapers with advertising clients, aiming at advertising clients such as real estate, automobiles, building materials, and so on, making use of online and offline activities to create advertising revenue, and targeting at advertisers such as medicine and finance. Use soft advertising to attract readers' attention and promote product sales. For tourism, business, food and other industries, the paper media and new media as the communication channel, can attract young readers, play a good communication effect. Based on the analysis of the advertising marketing environment of Phoenix Weekly newspaper, this paper sums up and summarizes the advertising marketing of newspapers by using the marketing theory of Porter Diamond and so on, so as to accurately position the market and screen out the advertising clients. Summed up a set of suitable for Phoenix Weekly newspaper advertising business integration marketing road. It is hoped that this can be used as a reference for prefectural and municipal newspapers.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G219.2-F

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