广播电视报面临的困境与营销对策.pdf

Abstract Most of City Television broadcasting Newspapers which have been thriving for a time are facing with difficulties in recent years．Having not adaped to the changing situation promptly and repositioned to manet the newspaper properly are the one major causes．And there is very little study in this aspect． This paper analyses the correlated material and data and studies the reposition of City Television broadcasting Newspapers and the marketing stratagies under the new situations according to the related theories on Marketing and News communication． Firstly,it analyses the development of Chinese City Television broadcasting Newspapers and proposes that the content should bc repositioned and transformed from “Guidance for watching and listening”to “Guidance for life’s convinenee” i11 view of the current vague position of the newspapers．Secondly,combining with the relatively advanced marketing stratagies，it comes up with three marketing stratagies for current City Television broadcasting Newspapers to make chear：1) Maximum readers’and commerical vaine．gefprm the newspaper according to readers’demands so as to improve the value and comprehensive profit．∞Effect-orientated publishment．Transform the concentration on quantity to quality by targeting at certain readers．3)Two-way communication of newspaper marketing．Shift the one．．eay information transmission to the two-way communication with cornsumers． This paper,incoporating the experience of the development of Chinese City Television broadcasting Newspapers and other papers for reference，provides a large amount of the latest iraformation about the compe￡ition in newspapers，proposes feasible and operatable ideas and methods． It is very pratical and instructional．It makes some contlibution to the development of Chinese frontier media． Key words：City Television broadcasting Newspapers； Reposition；Marketing Stratagies 引言 引 言 目前有关报纸营销方面研究的文献不多，对广播电视报等非日报类的生活娱乐 类周报研究更少，且缺乏研究分析，系统性、学术性和指导性不足，其实用价值和 可操作性受到影响，尤其是当前全国城市广播电视报经营