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论文编号：	10467
作者编号：	2120163082
上传时间：	2018/12/6 16:16:09
中文题目：	媒体转型背景下的今晚报营销策略研究
英文题目：	Study on the Marketing Strategy of Jinwan Newspaper in the Context of Media Transformation
指导老师：	张永强
中文关键字：	今晚报；媒体融合；营销组合策略
英文关键字：	Jinwan Newspaper; media integration; marketing mix strategy
中文摘要：	报纸的诞生已有几百年，然而，网络媒体的出现，却对传统报业造成了巨大 冲击。刚刚过去的 2017 年，报纸衰退的趋势仍然明显，尤其是广告投放额大幅 下滑，以往常见的报摊越来越少，一些报纸纷纷选择停刊休刊的道路。仅仅在 2018 年 1 月 1 日，天津三大家喻户晓的报纸：渤海早报、采风报、球迷报都宣 布休刊。但是我们也应看到，2017 年，报业经营衰减的趋势已经减慢，报业在 媒体融合、转型发展的背景下，在一些领域看到了一丝转机。中国报业的影响力 在新媒体的渠道中增强，县市一级的报纸发展良好，针对特定人群的专业报纸大 放异彩。当前，媒体融合已上升为国家战略，很多省市出台政策，纷纷对报业的 发展予以政策和资金上的支持。另据路透社的调查表明，2016 年，美国报刊订 阅量增加 9%，这一增幅主要来自青年人群。这也在促使我们进一步思考中国报 业未来的发展之路。在此背景下发展的今晚报，也要适时调整思路，本文从产品、 价格、渠道、促销几个方面阐述了今晚报的营销策略。此外，提出了今晚报营销 组合策略的保障措施，分别从人才政策、技术保障、多元经营等方面进行实施， 以保证营销策略的实施有效性，提高报纸营销质量。 本文的研究结论包括如下方面：在产品创新策略方面，今晚报应坚持新闻产 品的高端性，立足天津本地，贴近读者提供更实用的咨询，鼓励原创性的深度报 道，以此来区别以速度和海量为特点的互联网新闻产品，相较于新媒体，报纸完 整的采编制度使其产品更有严谨性，也更有权威性和公信力，今晚报应立足于此， 发掘自己的独特性。今晚报应借力社会资本，发展全媒体产品，提升自己的影响力。在价格营销策略方面，今晚报坚持亲民路线，维持中档路线，以争取更多的 读者，这与今晚报贴近城市普通百姓的定位是一致的。在多渠道策略方面，今晚 报坚持自办发行的战略，利用现有配送网络，发展中老年送餐等多种产品配送， 以送餐促送报。在促销策略方面，今晚报坚持开展各种丰富多彩的活动，在活动 开展的过程中提升品牌影响力，建立为读者服务的平台，促进报纸的订阅发行。 最后，本文从人才政策、技术保障和多元经营创收三个方面制定了今晚报营销策 略组合的保障性措施。
英文摘要：	The newspaper has been around for hundreds of years. However, the realization of online media has had a huge impact on the traditional newspaper industry. In the past 2017, the trend of newspaper recession is still obvious. In particular, the amount of advertising has fallen sharply, and the retail sales of newspapers and magazines have become increasingly scarce. Some newspapers have stopped publications. On January 1st, 2018, Tianjin’s well-known newspapers, “Bohai Morning Post” “Caifeng Newspaper” and “Sports Fans”, all announced their ceased publication. However, we should also see that in 2017, the overall decline in the overall business of the newspaper industry has slowed down. In the context of media integration and transformation, the newspaper industry has seen a turning point in some areas. The influence of China’s newspaper industry has been strengthened in the channels of new media. The county and city at the grassroots level have a good momentum, and the professional newspapers targeting specific groups of people shine. At present, media integration has risen to a national strategy. Many provincial and municipal policies have given policy and financial support to the development of newspaper industry. According to statistics from the Reuters Institute of Journalism, in 2016, the number of US newspaper subscriptions increased by 9%, and the main driver of this increase came from young people. These examples and data are also prompting us to further consider the future development of China’s newspaper industry. Jinwan Newspaper developed in this context should also adjust its thinking in a timely manner. This article expounds the marketing mix strategy of the Jinwan Newspaper from the aspects of product, price, channel and promotion. In addition, this paper puts forward the safeguard measures for the product marketing mix strategy of the Jinwan Newspaper, which are implemented from the aspects of talent policy, technical support and diversified management to ensure the effectiveness of marketing strategy and improve the quality of newspaper marketing. In terms of product marketing, Jinwan Newspaper should adhere to the high-end nature of news products, based in Tianjin, close to readers to provide more practical advice, encourage original in-depth reports, in order to distinguish between Internet news products characterized by speed and mass. Compared with the new media, the complete compilation of the newspapers makes the products more rigorous, more authoritative and credible. Jinwan Newspaper should be based on this and discover its own uniqueness. Jinwan Newspaper should leverage social capital to develop all-media products and enhance its influence. In terms of price marketing, Jinwan Newspaper adheres to the people-friendly route and maintains the mid-range route to win more readers. This is consistent with the positioning of ordinary people. In terms of channel marketing, Jinwan Newspaper insists on the strategy of self-issuing, using the existing distribution network, and developing a variety of products such as middle-aged and old-fashioned food delivery. In terms of promotional marketing, Jinwan Newspaper insists on carrying out various activities, enhancing brand influence in the process of activities, establishing a platform for serving readers, and promoting the subscription of newspapers. Finally, this paper has formulated the guarantee measures for product marketing from three aspects: talent policy, technical guarantee and diversified income.
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