河南DM报纸研究

发布时间：2018-08-25 19:17

【摘要】： “信息是赚钱的,新闻是花钱的”,DM报纸强调实用性,突出的是有用的信息。一份定位精准的DM报纸是以分类广告为主,以海量的信息和科学的版面设计吸引某一类受众,从而达到制胜的高点。今天,DM报纸得以在全国迅速发展,主要是商业化的今天,DM报纸只是获取信息的工具,它所承载的内容和现代都市快节奏特点相符合。一份DM报纸不可能顾及所有人的兴趣,单一价值观的叙事无法满足不同人群对信息的需要,提供快速而富于实用性的信息,是DM报纸面对人们生活水平的提高和社会分工的不断细化所做出的选择。读者人群在分化,一份报纸如同一片面包,只是提供人们每天最基本的营养,DM报纸就是提供人们最基本的信息消费。遍地开花,就意味着DM报纸的春天来了吗?在本文的写作过程中,笔者结合自身的实践经验,逐渐感到一丝丝的担忧,虽然目前DM报纸行业表面郁郁葱葱,但实际却并非枝繁叶茂,有着繁荣背后的虚幻,特别是当前大多数DM报纸运作者对市场的评估都停留在感性认识上,如果不解决好这个问题,则西风凋碧树之寥落不远了。本研究着重于探讨近十年来河南DM报纸的演进与发展,用个案来分析河南DM报纸与社会发展的关联性,并以精确的数据对河南DM报纸广告发展的因素加以分析,以折射出整个DM报纸行业在发展中存在的问题,找寻突破DM报纸发展瓶颈的要素,并尝试性的归纳出未来河南DM报纸的发展趋势。研究中结合多学科理论,对DM报纸分类广告的实践进行理论的提升,并对河南DM报纸分类广告经营实践进行系统、全面梳理和深入的思考。
[Abstract]:"Information is money, news is money," the DM newspaper emphasizes utility, highlighting useful information. A DM newspaper with precise positioning is based on classified advertisements and attracts a certain kind of audience with a great deal of information and scientific layout, thus reaching the high point of winning. Today, the DM newspaper has been developed rapidly in China, mainly commercialized. Today, the DM newspaper is only a tool for obtaining information, and the content it carries accords with the characteristics of the fast rhythm of the modern city. A DM newspaper can't take everyone's interests into account, and a single value narrative doesn't meet the needs of different people for information, providing fast and practical information. It is the choice made by DM newspaper in the face of the improvement of people's living standard and the continuous refinement of social division of labor. Readers are divided, a newspaper is like a piece of bread, only to provide people with the most basic daily nutrition DM newspaper is to provide people with the most basic information consumption. Does blooming everywhere mean spring for DM newspapers? In the process of writing this paper, the author combined with his own practical experience, gradually feel a bit of concern, although the current DM newspaper industry is lush, but actually is not luxuriant, there is a prosperity behind the illusory, In particular, most of the current DM newspaper operators' assessment of the market remains perceptual. If this problem is not solved properly, the west wind will not be far off. This study focuses on the evolution and development of Henan DM newspaper in recent ten years, analyzes the correlation between Henan DM newspaper and social development with a case study, and analyzes the factors of Henan DM newspaper advertising development with accurate data. In order to reflect the problems existing in the development of the whole DM newspaper industry, find out the elements that break through the bottleneck of the development of DM newspaper, and try to sum up the development trend of Henan DM newspaper in the future. In this paper, the author combines the multi-disciplinary theory to improve the practice of classified advertisement of DM newspaper, and systematically analyzes and thinks deeply about the practice of classified advertising of DM newspaper in Henan province.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G216.3-F

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