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论文编号：	10305
作者编号：	2220160732
上传时间：	2018/12/5 20:11:36
中文题目：	全媒体时代《中国教师报》营销策略研究
英文题目：	Research on Marketing Strategy of China Teacher Paper in the All Media
指导老师：	许晖教授
中文关键字：	全媒体时代，《中国教师报》，营销策略
英文关键字：	all media；China Teacher paper；marketing strategy
中文摘要：	随着ICT技术（信息技术与通信技术的融合）的发展，以纸媒、电视为代表的传统媒体经营发展一度处于尴尬境地。而纸媒的严峻挑战更为突出，各类网络社交媒体及移动端新闻应用不断出现，正在迅速挤占传统纸媒的市场；纸媒无一幸免的面临着订阅用户不断流失，投放广告商加速撤离，自身舆论引导功能弱化等冲击，纸媒发展前景堪忧。全媒体背景下，传统纸媒面临挑战，如何面临这场挑战，有效应对全媒体带来的冲击，是值得探究的问题。 近年来，国家加大了对教育改革的关注，改革的步伐越来越大，教育报刊受到了教育改革带来的全方位影响。同时国家推动新闻出版体制改革，指出要继续推进新闻出版单位体制改革，增强新闻出版单位发展活力。 《中国教师报》是由教育部主管、中国教育报刊社主办的专为全国教师量身定制的一张报纸，是集专业性、服务性、新闻性为一体的国家主流教育媒体。自2003年1月1日创刊以来，《中国教师报》坚持以在职中小学教师、校长和师范院校学生为主要读者对象，关注一线教师和未来教师的利益和诉求，以专业品质引领教师成长，通过服务教师实现媒体价值。《中国教师报》正在探索媒体融合发展的新路径，建设集传媒、培训、活动、课题研究为一体的服务体系和资源平台，注重用户体验，中国教师报网站、微信平台不断增强记者编辑读者互动功能。 通过对《中国教师报》营销环境分析、行业地位及竞争环境分析、自身优劣势、问题分析，利用市场营销理论，对营销策略深入分析，为报纸的营销策略提出发展建议，为营销策略实施提出实施路径，同时也为全国教育媒体应对全媒体时代的挑战提供借鉴。
英文摘要：	With the development of ICT technology (the integration of information technology and communication technology), the management and development of traditional media, represented by paper media and television, was once in an awkward position, among which the paper media is facing more serious challenges. Various kinds of social media and mobile news applications continuously appear, rapidly squeezing into the market of traditional paper media. The paper media is unavoidably affected by shocks of the loss of subscribers, the accelerated evacuation of advertisers, and the weakening of their own public opinion guidance function, which brings the paper media a grim prospect. Under the background of all media, traditional paper media is facing challenges. How to face and effectively deal with the impact of all media is a problem worth exploring. In recent years, China has paid more and more attention to the education reform and the reform is keep strengthening. The educational newspapers and periodicals have been affected by the education reform in an all-round way. At the same time, China promotes the reform of the press and publishing system, pointing out that the reform of the press and publishing unit system should continue to be promoted and the vitality of the development of the press and publishing unit should be enhanced. China Teacher paper is a newspaper run by the Ministry of Education and sponsored by China Educational Newspapers which is specially tailored for teachers all over the country. It is a national mainstream educational media with the characters of profession, service and news. Since its publication on January 1, 2003, China Teacher paper insists on focusing on teachers and principals in primary and secondary schools and students of normal colleges, paying close attention to the interests and demands of front-line teachers and future teachers, leading teachers' growth with professional quality, and realizing media value by serving teachers. China Teacher paper is exploring a new way of media integration and development, building a service system and resource platform that integrates media, training, activities and subject research, and focusing on user experience. The website of China Teacher paper and the platform of WeiChat are constantly enhancing the function of journalists editing and readers interacting. with the help of marketing theory and through the analysis of marketing environment, industry status and competitive environment, advantages and disadvantages and problems of China Teacher paper, this paper makes an in-depth analysis of marketing strategies, puts forward suggestions for the development of newspaper's marketing strategies, offers paths for the implementation of marketing strategies, and at the same time, provides reference for national educational media on how to overcome challenges in the era of all media.
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