区域党报市场营销整合策略研究

发布时间：2018-06-06 08:54

本文选题：党报 + 市场营销　；参考：《湘潭大学》2005年硕士论文

【摘要】：在中国报业进入新一轮竞争时期的背景下,研究区域党报市场营销问题,具有重要的现实意义和理论价值。本课题运用管理学理论研究区域党报的市场营销策略,以期有助于区域党报提高管理效率和效果,尤其是迅速开展市场营销管理上的探索和创新。本课题的研究方法,一是针对区域党报市场营销方面的一些模糊问题进行理论探索;二是针对区域党报的一些市场营销实际问题,进行个案分析和对策研究。目前,区域党报管理理论界尚存一些模糊问题。如报纸发行与广告的内在决定关系、报纸盈利模式等问题,目前在理论界尚未看到专门的论述,而本文对此进行了初步的探讨。本文分析了报纸区别于一般产品的六个特殊属性,提供了报纸内容产品上的 5 个竞争性和差异性指标的计算方法;总结了报纸发行和广告的马太效应、杠杆效应和边际收益递减规律,建立了发行广告模型,得出了发行量决定广告收入的结论;分析了报纸盈利模式的概念和三个层次,提出了改进原则。本文运用供应链理论,提出了“作为供应链节点的报纸的定位策略”的观点;运用 IMC 理论,分析了报业的整合营销传播策略;对区域党报的市场细分和广告客户关系管理等课题也提出了具体策略。作为管理学与传播学的跨学科研究成果,本课题对国内区域党报市场营销理论进行了一定的创新,补充了目前研究方面尚存的阙如,取得了一定的理论成果,对于丰富市场营销理论体系和区域党报营销管理理论具有一定价值。
[Abstract]:Under the background of Chinese newspaper industry entering a new round of competition, it is of great practical significance and theoretical value to study the marketing problem of regional party newspaper. This subject uses the management theory to study the marketing strategy of the regional party newspaper, in order to help the regional party newspaper to improve the efficiency and effect of management, especially to carry out the exploration and innovation of the marketing management quickly. The research methods of this subject are as follows: one is to carry on the theoretical exploration to some fuzzy problems in the marketing of regional party newspaper; the other is to carry on the case analysis and the countermeasure research aiming at some practical problems of the marketing of the regional party newspaper. At present, there are still some fuzzy problems in the theory of regional party newspaper management. For example, the relationship between the distribution of newspapers and advertisements, the pattern of newspaper profit, and so on, have not been discussed in the theory circle, and this article has carried on the preliminary discussion to this question. This paper analyzes the six special attributes of newspaper which are different from general products, provides the calculation methods of five competitive and differential indexes on newspaper content products, and summarizes the Matthew effect of newspaper distribution and advertising. In this paper, the model of issuing advertisement is established, and the conclusion that the circulation quantity determines the advertising revenue is obtained, the concept and three levels of newspaper profit model are analyzed, and the improvement principle is put forward. Based on the theory of supply chain, this paper puts forward the viewpoint of "the positioning strategy of newspaper as the node of supply chain", and analyzes the integrated marketing communication strategy of newspaper industry by using IMC theory. This paper also puts forward specific strategies for the market segmentation and advertising customer relationship management of regional party newspapers. As an interdisciplinary research result of management and communication, this topic has carried on certain innovation to the marketing theory of the domestic regional party newspaper, and has made certain theoretical achievements by supplementing the remaining lack of the current research. It has certain value for enriching marketing theory system and regional party newspaper marketing management theory.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：G219.24

【引证文献】