陕西《阳光报》区域化经营策略研究

发布时间：2018-01-10 02:30

本文关键词：陕西《阳光报》区域化经营策略研究　出处：《渤海大学》2017年硕士论文　论文类型：学位论文

【摘要】：都市类报纸的市场化属性突出,自诞生起就必须在激烈的竞争环境中求生存,其发行量和营收额是“随市而变”的。新媒体出现后,新的受众需求和客户期待使传统的报业市场在很大程度上发生了改变。对此,都市报不得不迎难而上,采用新的方式立稳脚跟并找寻“新大陆”,试图在更大程度上获取市场认可度。所以,区域化扩张经营成为都市类报纸应对新媒体冲击而优先选择的转变方式。但是,区域化扩张给报社带来了很大的经营成本压力,原本经营状况不佳的报纸就逐渐淡漠并退出这场市场之战,最终呈现一家或三、四家主流都市报稳步占领当地市场的态势。《阳光报》是陕西省级都市类报纸,近年来,该报在区域化经营方面也有自身的特色,它在品牌建设、数字化运作、内容创新、融媒经营、交互传播等方面探索自身的优势力量,从内出发,进一步深根陕西市场。同时,该报在探索过程中也存在一定的不足和有待改进的地方,通过经验的总结及问题系统的梳理,可以进一步探讨我国同级别都市类报纸在经营模式转变和融媒发展方面存在的问题,对省级都市类报纸经营策略具有一定的启迪意义。
[Abstract]:The marketization attribute of the city newspaper is outstanding, it must survive in the fierce competition environment since its birth, its circulation quantity and the revenue amount are "change with the market". After the new media appears. The new audience demand and customer expectation have changed the traditional newspaper market to a great extent. For this reason, Metropolis Daily has to face the difficulties and adopt new ways to establish its foothold and find the "New World". Therefore, regionalized expansion has become the first choice of urban newspapers to deal with the impact of new media. However. Regionalization of the expansion of the newspaper to bring great pressure on operating costs, the original poor business on the newspaper gradually indifferent and withdraw from this market war, and finally presents a or three. "Sunshine" is a city newspaper of Shaanxi Province. In recent years, the newspaper has its own characteristics in regional management, it is in the brand construction, digital operation. Content innovation, media management, interactive communication and other aspects to explore their own advantages, starting from the inside, further rooted in the Shaanxi market. At the same time, the newspaper in the process of exploration also has some shortcomings and needs to be improved. By summing up the experience and combing the problems, we can further explore the problems in the transformation of business model and the development of financial media in the same level of urban newspapers in China. It has certain enlightening significance to the management strategy of provincial city newspaper.
【学位授予单位】：渤海大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.27-F

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