《河北农民报》的发展困境与突围策略研究新闻与传播专业论文.docxVIP

I I 摘 要 摘 要 近年来，伴随着新媒体发展日渐成熟，纸媒生存空间逐渐萎缩，专业化的对农报纸 发展更是遇到了瓶颈。报纸的广告发行逐渐在走下坡路，“报纸消亡论”不绝于耳。但 中国是一个农业大国，农业发展非常受重视，因此，研究对农报纸的发展出路很有必要， 也是非常有实际意义和价值的。 中国对农报纸在报业史上曾经辉煌一时，然而从 20 世纪 90 年代开始，中国农村类 报纸的广告发行纷纷出现滑坡和下降，各地农村类报纸尝试改版或更名，甚至直接停刊。 近年来虽说情况有所好转，但由于新媒体的冲击，对农报纸依旧面临严重考验。加上对 农报纸自身的一些发展局限，以及外在的生存环境影响，其发展可谓是步履维艰。然而 尽管对农报纸生存环境日趋恶劣，河北省对农报纸《河北农民报》通过内容上实行专刊 化、品牌上创办报友俱乐部、经营上创建报农公司、平台上搭建农民互联网等多种尝试， 最终闯出了自己的一条生路。 本论文采用个案研究法、实地研究法以及深度访谈法，以《河北农民报》发展为个 案进行深入研究，对其遇到的困境进行分析并探索其突围策略。可以说我国对农报纸都 同样面临着《河北农民报》曾经面临的内外交错的发展瓶颈，因此，对《河北农民报》 的研究能够为其他对农报纸找到发展方向提供参考和借鉴。通过总结得出，中国农村类 报纸的发展可以尝试通过“三步走”战略来寻找发展出路：第一步，从内容上下功夫， 细分读者市场，提供专业化对口服务；第二步，从经营上尝试多元化经营，打造自己的 品牌；第三步，构建“涉农大平台”，多渠道发展，实现报网互动。 关键词 农村类报纸 《河北农民报》 困境 突围策略 II II Abstract Abstract In recent years , with the development of new media matures, paper media shrinking living space , professional development for agricultural newspaper is experiencing a bottleneck. Newspaper advertisements issued gradually decline, the newspaper Extinction prevalent. But China is a large agricultural country, agricultural development is very attention , therefore , to develop a way agricultural research is necessary to the newspaper , but also very practical significance and value. Chinas agricultural newspaper once glorious moment in the history of the newspaper industry , but from the beginning of the 1990s , the issue of Chinas rural newspaper advertisements have appeared in landslides and falling , rural newspapers around the class tries to revision or renamed , or even directly ceased publication . Although the situation has improved in recent years , but due to the impact of new media on agricultural newspapers still face serious challenges. Plus some limitations on the development of agriculture newspaper itself , as well as the external environment affect survival , its development can be described as very difficult. However, despite the living environment of deteriorating agricultural newspaper , Hebei Province agricultural newspaper Hebei farmers reported spe