中国报纸广告经营增效研究——以《成都商报》为个案
发布时间：2018-07-24 18:58
【摘要】：广告是报纸的经济命脉。但是，以何种尺度来把握这一命题，这就决定了能否实现广告经营效益的最优化。从指导方针上来说，要根据现阶段报纸经营的大环境，决定是从战略上还是从战术上对广告经营给予研究和开发。通过对中国报纸现阶段的广告经营状况分析，可以明显发现在认识上出现了一些偏差：产业化是战略方向，但是客观地说，目前的中国报纸仅仅处在产业化的初级阶段，然而舆论环境却都在鼓吹着产业化高级阶段的经营实践，，如报纸与资本市场的整合、报纸的跨媒体经营、报业集团的构建等等。根据发达的西方报业的经验，现代报业的产业化经营是建立在广告基础之上的，没有对广告经营战术层面的充分积累，产业化将只是空中楼阁。当然，不能说中国报纸不重视广告经营，而是说对如何提高广告经营效益缺乏系统的、整体化的研究。因此，从学理出发，对实践中可供借鉴的广告经营增效的方法进行梳理和研究，是解决这一问题的当务之急。 本文选取报业经营实践中一个成功的案例《成都商报》，将其广告经营思路、策略进行系统化的梳理，并结合传播学、广告学等相关理论，提出了一套可资借鉴的广告经营增效策略。 全文共分为五部分。 第一部分为绪论，交代了论文的选题理由、国内研究现状及本文的研究方法、框架设计。本文的独创性在于区别于传统的概观式研究和内容分析法，而 采取理论与实践相结合的单一案例分析法。 第二部分简要介绍了中国报纸广告经营的发展历程与现状，对20年来中国 报业广告经营理念、经营手段的变迁作了阶段性分析，共分为四个阶段，指出 中国报纸广告经营当前己进入营销导向阶段。这是史学意义的思考。 第三部分引用了影响力经济、差异化竞争、整合行销传播等几个理论来分 析中国广告经营增效的方向与途径，这是学理层面的思考。 第四部分是对《成都商报》的个案分析，这是全文的重点。主要对《成都 商报》十年来广告经营的策略作了纵深剖析。之所以选此案例，是因为在他们 的广告经营实践中，充分地运用了影响力经济、差异化竞争、整合行销理论的 精髓，以科学的、创新的广告经营策略实现了广告经营的全面增效，体现出了 较为先进的广告经营思想。 第五部分是结语，结合《成都商报》的成功经验，对中国报纸广告经营增 效的理念和策略进行了提炼。 本论文的创新价值在于:内容上包括了历史回顾、现状概括，理论提升， 案例剖析等板块，力图为现阶段中国报纸广告经营增效提供一份策略性参考资 料;方法上采用了单一数据来源的定量研究方法，引入了权威的第三方市场监 测机构的调查数据。 关键词:中国报纸广告经营增效差异化影响力经济整合行销传播 策略服务广告资源构架
[Abstract]:Advertising is the economic lifeline of the newspaper. However, it is determined by what scale to achieve the optimization of the efficiency of advertising management. From the guiding principles, it is decided to give research and development from the strategic or tactical to the wide operation of the newspaper. The analysis of the current situation of advertising management can clearly find some deviations in understanding: industrialization is a strategic direction, but objectively speaking, the current Chinese newspapers are only in the primary stage of industrialization, but the public opinion environment is encouraging the management practice of the advanced stage of industrialization, such as the integration of the newspaper and the capital market. According to the experience of the developed western newspaper industry, the industrialization of the modern newspaper industry is based on the advertising basis, without sufficient accumulation of advertising management tactical level, industrialization will be only a castle in the air. Of course, it is not to say that Chinese newspapers do not attach importance to advertising operation, but say that How to improve the efficiency of advertising management is lack of systematic and holistic research. Therefore, it is urgent to solve this problem to sort out and study the method of increasing efficiency of advertising management which can be used for reference in practice.
In this paper, a successful case of the newspaper business, the Chengdu commercial newspaper, is selected to systematically comb the ideas and Strategies of its advertising management, and to put forward a set of useful strategies for advertising management, which can be used for reference in combination with the theories of communication and advertising.
The full text is divided into five parts.
The first part is the introduction, which explains the reasons for the topic, the current situation of domestic research, the research methods and the frame design. The originality of this paper lies in the difference from the traditional survey and content analysis.
A single case analysis method combining theory with practice is adopted.
The second part briefly introduces the development and current situation of advertising operation in Chinese newspapers. For the past 20 years,
There are four stages in the change of newspaper advertising management philosophy and management means.
The advertising management of Chinese newspapers has entered the stage of marketing guidance at present. This is the thinking of historical significance.
In the third part, we divide the influential economy, differentiated competition, integrated marketing communication and so on.
Analysis of the direction and way to improve the efficiency of China's advertising business is a reflection of academic level.
The fourth part is the case analysis of the Chengdu Commercial Daily, which is the focus of the full text. Mainly for < Chengdu.
In the past ten years, the strategy of advertising management has been deeply analyzed.
In the practice of advertising management, we have made full use of the influence economy, differentiated competition and integrated marketing theory.
The essence, with scientific and innovative advertising strategy, has realized the overall efficiency of advertising operation.
More advanced advertising ideas.
The fifth part is the conclusion. Combined with the successful experience of Chengdu Commercial Daily, the advertising business of Chinese newspapers is increased.
The effective ideas and strategies were refined.
The innovative value of this thesis is that the contents include historical review, current situation generalization and theoretical improvement.
Case analysis and other sections, trying to provide a strategic reference for Chinese newspaper advertising operation at this stage.
The method adopted a quantitative research method of single data source, and introduced the authoritative third party market supervisor.
Survey the data of the survey.
Key words: Chinese newspaper advertising business efficiency difference influence economic integration marketing communication
Strategic service advertising resources framework
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：G216.3
本文编号：2142331
[Abstract]:Advertising is the economic lifeline of the newspaper. However, it is determined by what scale to achieve the optimization of the efficiency of advertising management. From the guiding principles, it is decided to give research and development from the strategic or tactical to the wide operation of the newspaper. The analysis of the current situation of advertising management can clearly find some deviations in understanding: industrialization is a strategic direction, but objectively speaking, the current Chinese newspapers are only in the primary stage of industrialization, but the public opinion environment is encouraging the management practice of the advanced stage of industrialization, such as the integration of the newspaper and the capital market. According to the experience of the developed western newspaper industry, the industrialization of the modern newspaper industry is based on the advertising basis, without sufficient accumulation of advertising management tactical level, industrialization will be only a castle in the air. Of course, it is not to say that Chinese newspapers do not attach importance to advertising operation, but say that How to improve the efficiency of advertising management is lack of systematic and holistic research. Therefore, it is urgent to solve this problem to sort out and study the method of increasing efficiency of advertising management which can be used for reference in practice.
In this paper, a successful case of the newspaper business, the Chengdu commercial newspaper, is selected to systematically comb the ideas and Strategies of its advertising management, and to put forward a set of useful strategies for advertising management, which can be used for reference in combination with the theories of communication and advertising.
The full text is divided into five parts.
The first part is the introduction, which explains the reasons for the topic, the current situation of domestic research, the research methods and the frame design. The originality of this paper lies in the difference from the traditional survey and content analysis.
A single case analysis method combining theory with practice is adopted.
The second part briefly introduces the development and current situation of advertising operation in Chinese newspapers. For the past 20 years,
There are four stages in the change of newspaper advertising management philosophy and management means.
The advertising management of Chinese newspapers has entered the stage of marketing guidance at present. This is the thinking of historical significance.
In the third part, we divide the influential economy, differentiated competition, integrated marketing communication and so on.
Analysis of the direction and way to improve the efficiency of China's advertising business is a reflection of academic level.
The fourth part is the case analysis of the Chengdu Commercial Daily, which is the focus of the full text. Mainly for < Chengdu.
In the past ten years, the strategy of advertising management has been deeply analyzed.
In the practice of advertising management, we have made full use of the influence economy, differentiated competition and integrated marketing theory.
The essence, with scientific and innovative advertising strategy, has realized the overall efficiency of advertising operation.
More advanced advertising ideas.
The fifth part is the conclusion. Combined with the successful experience of Chengdu Commercial Daily, the advertising business of Chinese newspapers is increased.
The effective ideas and strategies were refined.
The innovative value of this thesis is that the contents include historical review, current situation generalization and theoretical improvement.
Case analysis and other sections, trying to provide a strategic reference for Chinese newspaper advertising operation at this stage.
The method adopted a quantitative research method of single data source, and introduced the authoritative third party market supervisor.
Survey the data of the survey.
Key words: Chinese newspaper advertising business efficiency difference influence economic integration marketing communication
Strategic service advertising resources framework
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：G216.3
【引证文献】
相关硕士学位论文 前7条
1 卢珊;广告限播令后西部县级电视台媒体经营发展研究[D];西南交通大学;2011年
2 汪源;报业市场竞争中的广告经营策略研究[D];暨南大学;2006年
3 向林芳;CRM在报业广告经营中的应用[D];暨南大学;2007年
4 李增军;《湘报》广告市场推广优化策略研究[D];中南大学;2009年
5 于涛然;报纸广告资源优化研究[D];东北大学;2008年
6 崔宁;《体坛周报》广告传播策略研究[D];河北大学;2012年
7 邓静;四川农村日报广告发展策略研究[D];西南交通大学;2011年
本文编号：2142331
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