《遂宁广播电视报》的营销模式研究

发布时间：2018-03-24 11:29

本文选题：广播电视报　切入点：生存现状　出处：《重庆大学》2008年硕士论文

【摘要】： 广播电视类报纸曾辉煌一时,但随着经济的发展,我国报纸的市场化程度越来越高,竞争越来越激烈,广电类报纸陷入了整体性的不景气,大多数地市广播电视报社出现了经营危机。作为一份中小地市的广电类报纸,曾经红火一时的《遂宁广播电视报》也面临着严峻的经营困境。目前,国内对广播电视报等生活娱乐类周报的研究文献不多,且大多缺乏系统性,学术性和指导性不足,实用价值和可操作性也不强。因此,在复杂而激烈的竞争环境中,分析《遂宁广播电视报》的现状并制定出相应的发展策略,不仅能为该报的成长提供有指导意义的思路和具体策略,还能为大多数身处困境的地市广播电视报的发展提供可借鉴性的模式。本文就是在这一背景下应运而生的,希望结合战略管理学、市场营销学、新闻传播学的有关理论,从《遂宁广播电视报》的实际出发,对它的生存现状和现时的特征进行客观的、全面的描述,找出该报的独特优势,重新进行市场定位,并在此基础上提出具体的营销对策,为该报走出发展困境提供可行性建议。本文通过对宏观环境的PEST分析,得出《遂宁广播电视报》生存在一个受众结构有特色、文化发展健全适速,而经济欠发达、政策相对固定的非均衡外部环境中;通过对国内外广电类报刊现状的分析和说明,用数据和实例证明了广电类报刊存在的可能性和合理性,指出该报具有存在及发展的良好空间;通过对遂宁报业市场的分析,得出目前遂宁报业市场具有:报媒数量少,市场饱和度不高,本地报纸与外地报纸相互竞争,社会新闻、深度分析报道是遂宁读者关注的重心等特征;通过SWOT分析,得出了该报的SO战略、WO战略、ST战略、WT战略。在此基础上,通过运用STP理论,本文对《遂宁广电报》重新进行市场定位作了探讨,提出了以电视为根本、以深度新闻为主打,资讯、娱乐为重点,提供信息、提供服务,市民化、本地化、特色化,贴近百姓、贴近生活的定位。围绕这一定位,本文通过营销组合的4C要素分析设计出了以下营销策略:读者导向型采编策略、效益型发行策略、经营互动型广告策略、双向沟通型品牌策略。
[Abstract]:Radio and television newspapers have been brilliant for a while, but with the development of the economy, the degree of marketization of newspapers in our country has become more and more high, the competition is becoming more and more intense, and the radio and television newspapers have fallen into an overall depression. As a medium and small city radio and television newspaper, the Suining Radio and Television newspaper, once popular, is also facing a severe management dilemma. At present, there are few researches on weekly newspapers of life and entertainment such as radio and television newspapers in China, and most of them are lack of systematicness, lack of academic and guidance, and lack of practical value and maneuverability. Therefore, in the complex and fierce competition environment, The analysis of the present situation of Suining Radio and Television newspaper and the formulation of corresponding development strategies can not only provide guiding ideas and specific strategies for the growth of Suining Radio and Television News. It can also provide a model for the development of most of the beleaguered radio and television newspapers. This paper is born under this background, hoping to combine the relevant theories of strategic management, marketing and news communication, starting from the reality of Suining Radio and Television News. This paper gives an objective and comprehensive description of its living status and current characteristics, finds out its unique advantages, relocates its market position, and puts forward some concrete marketing countermeasures on this basis, which provides feasible suggestions for the newspaper to get out of the difficult position of development. Based on the PEST analysis of the macro environment, this paper draws a conclusion that Suining Radio and Television News survives in a non-balanced external environment with characteristic audience structure, sound and rapid cultural development, underdeveloped economy and relatively fixed policies. Through the analysis and explanation of the present situation of the radio and television newspapers and periodicals at home and abroad, the possibility and rationality of the existence of the radio and television newspapers and periodicals are proved with data and examples, and the good space for its existence and development is pointed out, and the market of Suining newspaper industry is analyzed. It is concluded that the present Suining newspaper market has the following characteristics: the number of newspapers is small, the market saturation is not high, local newspapers and foreign newspapers compete with each other, social news and in-depth analysis reports are the focus of attention of Suining readers, etc. Through SWOT analysis, The paper draws the so-so strategy of WO strategy and St strategy and WT strategy. On this basis, through the application of STP theory, this paper discusses the reorientation of the market of Suining Radio and Television News, and puts forward the idea of providing information and service by taking TV as the foundation, taking the deep news as the main player, and focusing on information and entertainment. Based on this orientation, this paper designs the following marketing strategies through the analysis of 4C elements of the marketing mix: reader-oriented acquisition strategy, profit-oriented distribution strategy, etc. Operating interactive advertising strategy, two-way communication brand strategy.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;G219.2-F

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