媒介融合背景下的报纸营销分析-analysis of newspaper marketing under the background of media convergence.docxVIP

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媒介融合背景下的报纸营销分析-analysis of newspaper marketing under the background of media convergence.docx

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媒介融合背景下的报纸营销分析-analysis of newspaper marketing under the background of media convergence

AbstractMediaconvergenceisbasedonthedevelopmentofdigitaltechnology,governmentsformedrelevantpoliciestopromotethenewmediasituation,ithasbrokenthebarriersbetweenthemedia,combinedwiththedifferentnatureofthemedia,affectingallaspectsofthemediaindustry,andprofoundingimpactonourlives.Asanewenvironmentofcommunication,mediaconvergenceischangingoneofthetraditionalmedia–newspaper’slivingsituation,therehasbeencontentweakened,audiencestreaming,circulationdeclining,advertisingrevenueshrinkingbrandvalueweaking.Tosolvesuchproblems,newspapershouldadjustmarketingstrategiestoadapttothenewenvironment.Firstofall,throughthe“mediaconvergence”ofsortingouttheconcept,definitionof“mediaconvergence”concept.Inintroducingthedevelopmentofmediaconvergenceandthedevelopmentstatusofspecificperformance,basedontheuseofCanadianscholarMarshallMcLuhan’s“mediumisthemessage”theory,anAmericanscholarPaulLevinson’s“anthropotropicevolutionofmedia”,E.M.Rogers’s“diffusionofinnovations”theoryandR.Fidlermorphologicalchangesproposedbysixmajorprinciplestodescribethetrendofmediaconvergence.Secondly,useofthemarginalcostandmarginalrevenuetheory,andexperiencemarketingtheory,fromthecontent,distribution,advertising,brandanddatabaseaspects,in-depthanalysisofmediaconvergenceenvironment,facingtheopportunitiesandchallengesofnewspapermarketingandeffectivestrategiesforthepresentationofpapersprovideanobjectivebasisformarketing.Finally,withSchramm’s“selectmedia”accordingtothebehavioroftheaudienceraisedtheprobabilityformula,andAmericanscholarDavidCroteauandWilliamHoynesproposeCooperationtheory,mediaconvergenceenvironmentandopportunitiesfacingthenewspapermarketingchallengesasastartingpoint,giventhecontentofmarketingstrategy,distributionmarketingstrategy,advertisingmarketingstrategy,brandmarketingstrategyanddatabasemarketing.Keywords:Mediaconvergence;Newspapermarketing;Contentmarketing;Brand目录中文摘要.......................................................................................................................IAbstract...........