关于报纸找回年轻读者的对策研究

发布时间：2018-03-20 08:33

本文选题：传统报纸　切入点：年轻读者　出处：《复旦大学》2010年硕士论文　论文类型：学位论文

【摘要】： 根据中国互联网络信息中心(CNNIC)第25次报告的统计数据,截至2009年12月,我国网民的规模已达3.84亿,互联网普及率进一步提升,达到28.9%,手机网民达到2.33亿人。其中61.5%是29岁以下的年轻人。以互联网为代表的新媒体已经俘获了众多年轻读者转投它的怀抱。报纸发行量在新媒体的冲击下持续下降,年轻读者的流失成为报纸的生存危机。报纸清醒地认识到,要扭转这一形势,单纯地与新媒体竞争并非良策,通过传统媒体与新媒体的互动与融合,在未来传媒竞争中抢占传媒制高点才是重中之重。借助媒介融合,报纸能够联手新媒体共同开发读者资源,改变报纸的读者年龄结构,留住并发展网络一代的年轻读者。本文共分为三个部分。第一部分通过分析大量国内外数据,分析报纸的生存危机以及年轻读者的流失现状。第二部分通过问卷调查与深入访谈的方式找寻年轻人不看报的原因,试图探索留住他们的方法。第三部分结合国内外报纸成功吸引年轻读者的典型案例,总结其有益经验并提出改进措施。
[Abstract]:According to the 25th report of the China Internet Network Information Center (CNNIC), as of December 2009, the number of Internet users in China has reached 384 million, and the Internet penetration rate has further increased. The number of mobile phone users has reached 233 million. Of these, 61.5% are young people under the age of 29. The new media, represented by the Internet, has captured a large number of young readers into its arms. The circulation of newspapers has continued to decline under the impact of new media. The loss of young readers has become the survival crisis of newspapers. Newspapers are soberly aware that to reverse this situation, simply competing with new media is not a good strategy, and through the interaction and integration of traditional media and new media, It is the most important thing to seize the commanding height of the media in the future media competition. With the help of media fusion, newspapers can jointly develop readers' resources with new media, change the age structure of newspaper readers, and retain and develop the young readers of the network generation. This paper is divided into three parts. The first part through the analysis of a large number of domestic and foreign data, The second part is to find out the reason why young people do not read the newspaper through questionnaire survey and in-depth interviews. In the third part, combining with the typical cases of successful attracting young readers at home and abroad, the author summarizes their beneficial experiences and puts forward some measures to improve them.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G213

【引证文献】