新媒体背景冲击下传统媒体的市场营销策略
发布时间：2018-07-31 07:35
【摘要】：20世纪以来的一百多年,是世界新闻传播事业飞速发展的一百多年。这一百多年来,随着科学技术的不断发展,继报纸、期刊、通讯社之后,传统媒体广播、电视和新媒体互联网络相继问世,新闻传播的手段日趋现代化,“地球村”变得越来越小,新闻传播事业对世界政治经济和文化的影响,则变得越来越大。 随着各种媒体的不断发展壮大,传统媒体与新媒体之间的竞争也变得越来越激烈。在新形势下,传统媒体如何在新媒体的冲击下,做好市场营销,不断前进,并发展壮大,就成为了一个很迫切和棘手的问题。 作者撰写本文,就是与广大同行交流,让大家充分认识到传统媒体在目前新形势下所面临的激烈竞争,也可以充分发现在目前情况下传统媒体所不可比拟的优势,进一步扬长避短,把传统媒体做大做强。 本文的作者是一个从事传统媒体行业的人,本文从他的亲身经历出发,发表了他对传统媒体今后发展的一些思考和想法。该论文从6个方面出发,讲述了传统媒体的发展和优势、新媒体的强大冲击和蓬勃生命力、市场营销的基本含义以及战略、新媒体今后的市场营销等6个方面,表达了一位传统媒体工作者对本职工作的热爱和对未来美好前景的展望。 与此同时,该篇文章的作者采用了理论与实践相结合的方式,先阐述传统媒体和新媒体的一些基本特点,市场营销的一些基本理论。再根据自己实际操作中积累的经验和教训,点面结合,深入浅出,清晰明了地讲述了传统媒体激烈的市场竞争中,仍然能够拥有自己的一片天地,给人以很好的启示。
[Abstract]:Since 20 th century more than 100 years, is the world news dissemination enterprise 100 years of rapid development. Over the past 100 years, with the continuous development of science and technology, after newspapers, periodicals, and news agencies, traditional media broadcasting, television and the Internet of new media have emerged one after another, and the means of news dissemination have become increasingly modern. The global village has become smaller and smaller, and the influence of journalism on world politics, economy and culture has become greater and greater. With the development of various media, the competition between traditional media and new media is becoming more and more fierce. Under the new situation, it is an urgent and difficult problem for the traditional media to do a good job of marketing, keep advancing, and develop under the impact of new media. This article is written by the author in order to make everyone fully aware of the fierce competition faced by the traditional media under the new situation, and to fully discover the advantages that the traditional media can not compare with under the present circumstances. Further promote strengths and circumvent weaknesses, and make the traditional media bigger and stronger. The author of this paper is a person engaged in the traditional media industry. Based on his personal experience, this paper presents some thoughts and ideas on the future development of traditional media. This paper discusses the development and advantages of traditional media, the powerful impact and vitality of new media, the basic meaning and strategy of marketing, and the marketing of new media in the future. Expressed a traditional media worker's love of their own work and prospects for the future. At the same time, the author of this article adopts the combination of theory and practice to explain some basic characteristics of traditional media and new media, and some basic theories of marketing. Then according to their own experience and lessons accumulated in the actual operation, point to face, simple, clear and clear about the traditional media in the fierce market competition, still have their own world, giving people a good inspiration.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206-F
本文编号：2154876
[Abstract]:Since 20 th century more than 100 years, is the world news dissemination enterprise 100 years of rapid development. Over the past 100 years, with the continuous development of science and technology, after newspapers, periodicals, and news agencies, traditional media broadcasting, television and the Internet of new media have emerged one after another, and the means of news dissemination have become increasingly modern. The global village has become smaller and smaller, and the influence of journalism on world politics, economy and culture has become greater and greater. With the development of various media, the competition between traditional media and new media is becoming more and more fierce. Under the new situation, it is an urgent and difficult problem for the traditional media to do a good job of marketing, keep advancing, and develop under the impact of new media. This article is written by the author in order to make everyone fully aware of the fierce competition faced by the traditional media under the new situation, and to fully discover the advantages that the traditional media can not compare with under the present circumstances. Further promote strengths and circumvent weaknesses, and make the traditional media bigger and stronger. The author of this paper is a person engaged in the traditional media industry. Based on his personal experience, this paper presents some thoughts and ideas on the future development of traditional media. This paper discusses the development and advantages of traditional media, the powerful impact and vitality of new media, the basic meaning and strategy of marketing, and the marketing of new media in the future. Expressed a traditional media worker's love of their own work and prospects for the future. At the same time, the author of this article adopts the combination of theory and practice to explain some basic characteristics of traditional media and new media, and some basic theories of marketing. Then according to their own experience and lessons accumulated in the actual operation, point to face, simple, clear and clear about the traditional media in the fierce market competition, still have their own world, giving people a good inspiration.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206-F
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