郑州Z报社经营转型研究

发布时间：2018-07-06 13:28

本文选题：郑州Z报社 + 经营转型　；参考：《中原工学院》2017年硕士论文

【摘要】：近年来,新媒体的普及、广播电视媒体的升级、营销环境的转变,给报纸媒体造成严重冲击,其发行量和广告收入呈现出塌方式下滑。郑州Z报社在当前媒介行业和市场环境下,却通过经营转型活动,在一定程度上遏制住了经营下滑的状态,巩固了与河南商报、东方今报相比的优势,缩小了与大河报之间的差距,其经营转型经验值得我们展开深入研究。基于此,论文以"郑州Z报社经营转型研究"为题,正是要采用文献梳理法、访谈法、案例分析法、对比分析法,在简要论述郑州Z报社经营转型背景的基础上,系统剖析了其经营转型方式,总结出其成功经验。论文主要得出以下几个方面的结论:一是当前郑州Z报社面临着新媒体不断挤压报纸读者群、传统媒体普遍进行转型发展、众媒体发展分解报业广告主、读者群呈现音像化阅读趋势四个方面的挑战,但同时也获得了政策指导与扶持、先进的信息技术的支撑、大营销推广的时代背景、数字化转型消解传统媒体差距四个方面的发展机遇。二是郑州Z报社也有着自身优势,包括具有丰富的读者群与广告客户资源、建构起庞大的订阅与零售发行渠道、形成了高水平的报纸品牌五度优势和具有郑州W集团雄厚的背景实力等等,但其缺陷则表现在报纸固有的文字传播形态的缺陷、投放规模与时效性的天花板局限、报纸的互动性与活动性明显不足。三是郑州Z报社实施的经营转型策略包括采用全媒体战略来创新内部媒体组织体系,通过整合传播活动来实现内容生产与发布再造,从营销渠道转变为营销策划与实施者,以经营理念实施平台负责制,细化读者群市场实施媒体终端下沉。四是郑州Z报社经营转型的成功经验主要表现在采用新技术来创新媒介形态,从市场细分的角度来定位媒介风格,立足全媒体群进行整合信息传播活动,主动策划设计重大的新闻选题,积极开展各类专题营销活动,创新组织建构适应经营转型以及着力打造高素质的人才队伍。
[Abstract]:In recent years, the popularity of new media, the upgrading of radio and television media, and the change of marketing environment have caused a serious impact on the newspaper media. In the current media industry and market environment, the Zhengzhou Z newspaper has, to a certain extent, curbed the decline of its operation and consolidated its advantages compared with the Henan Commercial Daily and the Oriental Today newspaper through its business transformation activities. Narrowed the gap between the big river newspaper, its management transformation experience is worthy of our in-depth study. Based on this, the thesis takes "the Zhengzhou Z newspaper office management transformation research" as the title, precisely must use the literature combing method, the interview method, the case analysis method, the contrast analysis method, on the basis of the brief discussion Zhengzhou Z newspaper office management transformation background, Systematic analysis of its business transformation mode, summed up its successful experience. The main conclusions of the paper are as follows: first, Zhengzhou Z newspaper is facing the new media constantly squeezing the newspaper readership, the traditional media is generally transforming and developing, and the mass media is developing to decompose the newspaper advertisers. Readers present audiovisual reading trend in four aspects of challenges, but also obtained policy guidance and support, the support of advanced information technology, marketing and promotion of the era background, Digital transformation eliminates the traditional media gap in four aspects of development opportunities. Second, Zhengzhou Z newspaper also has its own advantages, including a rich readership and advertising customer resources, building a huge subscription and retail distribution channels. It has formed a high level of five degree advantage of newspaper brand and strong background strength of Zhengzhou W Group, but its defects are reflected in the defects of the inherent form of newspaper text dissemination, the ceiling limitation of the scale of delivery and timeliness, etc. The interactivity and activity of newspaper are obviously insufficient. Thirdly, the strategy of management transformation implemented by Zhengzhou Z newspaper includes the adoption of all-media strategy to innovate the internal media organization system, the realization of content production and distribution reengineering through the integration of communication activities, and the transformation from marketing channels to marketing planning and implementers. Implement platform responsibility system with management idea, refine readership market implement media terminal sink. Fourth, the successful experience of Zhengzhou Z newspaper office in its operation transformation is mainly manifested in the adoption of new technology to innovate the media form, the positioning of media style from the perspective of market segmentation, and the integration of information dissemination activities based on the whole media group. Actively planning and designing major news topics, actively carrying out all kinds of special marketing activities, innovating organizations, building new organizations to adapt to business transformation, and making efforts to build high-quality talents.
【学位授予单位】：中原工学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.24-F

【参考文献】