《今日女报》的差异化经营研究

发布时间：2018-11-28 09:16

【摘要】：随着中国经济体制、政治体制、文化体制、社会体制和生态文明体制五个体制的全面深入改革的展开,中国传统大众媒介的经营与管理也面临着传播理念、行业定位、生存模式、经营方式等多方面的变革。在此背景下,报业市场面临着全新的机遇与挑战,那么探索出合适的经营策略与发展路径,成为了许多报社在当代的竞争环境下得以生存的必修课。湖南省《今日女报》作为一份专业的女性报纸,在激烈的市场竞争压力下,不仅仅将自己的品牌稳稳地扎根在传媒领域,并且还凭借自身优势,成功地实行了跨行业运营,在房地产、交通及化妆品等诸多领域均有涉足。因此,才有了今天“今日女报现象”的形成。为对《今日女报》的经营理念有更为透彻的了解,本文将以其作为研究对象,通过广泛地比较研究与具体地个案分析,重点阐述了《今日女报》经营理念的形成与发展、具体实施乃至其对整个报业经营状况的影响,从而得出了结论性观点。以差异化营销理念为重点,坚持“特色办报、特色经营,有所为有所不为,进行差异化竞争”的总思路,是报业真正赢得竞争的有效途径。
[Abstract]:As China's economic system, political system, cultural system, social system and ecological civilization system are undergoing comprehensive reform, the management and management of Chinese traditional mass media are also facing the concept of communication and industry orientation. Survival mode, business style and other aspects of change. In this context, the newspaper market is facing new opportunities and challenges, so exploring the appropriate management strategy and development path has become a compulsory course for many newspapers to survive in the contemporary competitive environment. Hunan Province Today Women's newspaper, as a professional female newspaper, under intense market competition, not only firmly rooted its brand in the field of media, but also successfully implemented cross-industry operations by virtue of its own advantages. In real estate, transportation and cosmetics and many other areas have been involved. Therefore, there is today's "Women Today newspaper phenomenon" formation. In order to have a more thorough understanding of the management concept of Today's Women's newspaper, this paper will take it as the research object, through extensive comparative study and concrete case analysis, it will focus on the formation and development of the management idea of Today's Women's newspaper. The concrete implementation even its influence on the whole newspaper business condition, thus obtained the conclusion viewpoint. Focusing on the concept of differentiated marketing, it is an effective way for the newspaper industry to win the competition by adhering to the general idea of "running newspapers with characteristics, managing with characteristics, doing something wrong and competing with difference".
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G219.2-F

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