报业“会员制”发行模式分析-analysis of the distribution mode of.docxVIP

中文摘要报纸的发行工作自从报纸诞生以来。就一直被看成是报纸实现可持续发展的 关键。在媒介日益市场化、产业化的今天，报社尤其倚重于发行工作。建立全新 的发行模式是报纸现代营销的迫切需要。《北京青年报》、《洛阳日报》、《北京娱乐信报》等报刊借鉴其他行业会员制营销模式，在报纸行业进行了会员制发行模式的实践，对尚处尝试阶段的会’_。一一‘-_——‘一、—-—’—_—一员制发行模式进行了理性探索。“会员制”发行模式是报业在市场竞争日趋激烈、读者忠诚度降低、市场细分加剧、报社开始注重有效发行、报纸营销趋向产品服 务化、读者产生感性消费需要、传统促销方法逐渐失效及加入wTO给我国报业带 来的挑战等复杂多变的市场环境中，报社运用关系营销理念和数据库技术，在营 销手段方面寻找的突破和创新之举。其产生是必然的。因会员制营销具有的以双向为原则进行沟通交流、咀互利互惠为目标及较强 信息控制功能的特性，报业会员制发行模式具有资格限制、促进编读互动，适应 读者需求、调整读者结构、培养读者忠诚度、提高报社工作效率、增加报社广告 效益、与报社无形资产良性互动等特点和优势，但由于目前报业会员制实施尚处 “初级阶段”．故而存在着目标市场不明确、服务深度不够、宣传力度较小、所 需资金数额较大、客户资料较难获取等问题。但是，随着我国报业运作方式的日 趋多样化和市场化，会员制发行模式将会发挥越来越重要的作用。AbstractEver since the birth of the newspaper,the distribution has been seen as one ofthe vital issues in the realization of its sustainable development．In an age of mass media becoming increasingly market—oriented and industrialized，all presses have laid a special emphasis on the distribution of their newspapers，SO it is especially essentialand urgent that some exploration be made On the distribution mode．To 1ay down andset up aIl entirely new distribution pattem is deadly significant for the modemmarketing of a newspaper．By applying the marketing theory of associate programs respectively to Beijing Youth Daibs，Luoyang Daily古，BeUing Star Daily 0 practice of membership system in distributing the newspaper,this thesis holds that the mode of membership in newspaper distribution is a breakthrough and innovation in the marketing of the press in the increasingly complicated circumstance，in．which the competition among newspapers becomes more and more intense，readers’fidelity decreases，the audience decides its consumption behavior more and more on its emotional appeal，newspapers devote more to building up intimate relationship with its target audience and paying more attention to effective distribution．也e market is more and more categorized， traditional ways of marketing have been less and less influential and the entry into the WTO has brought about great challenge to the press industry．Th