毕业论文设计《浅论受众细分对报纸二次销售的启示》.docVIP

浙江传媒学院本科毕业论文 浅论受众细分对报纸二次销售的启示 作者：李树波 第 PAGE 17页 共13页 浅论受众细分对报纸二次销售的启示 摘要：报纸的二次销售是一份报纸实现经济效益的重要组成部分。在受众被不断细分的当代，读者成为报纸最为宝贵的资源。所以报纸的经营重点需转向读者，通过经营读者来获取读者的阅读习惯、阅读动机来制定报纸的战略。并通过深挖读者的各项信息，寻求目标读者对商品的共性。以此来指导报纸的二次销售，提高报纸的有用信息，减少读者因报纸不适宜的广告而降低对报纸的忠诚度。并通过树立报纸品牌来加强读者对报纸的忠诚度，扩大报纸的影响力，提高报纸而二次销售的传播效率。同时，通过提高报纸整体的质量来获取读者对报纸的依赖与信任，以此来提高报纸的公信力，从而增强报纸二次销售的效果。 关键词：受众细分；报纸；二次销售；启示 DISCUSSION ON ENLIGHTENMENT AUDIENCESEGMENTATION ON SECONDARY SALES OF NEWSPAPERS Abstract: Secondary sales of newspapers is a newspaper important part of realizing economic benefits. In the audience was constantly broken down contemporary readers as newspapers is the most valuable resource. So focus on steering you want readers of the newspaper, by business readers to get readers to formulate a strategy of newspaper reading habits and reading motivation. And by dig reader information, seeking to target readers on the commonness of goods. In order to guide the secondary sale of the newspaper, enhance newspapers useful information, reducing readers due to decrease inappropriate advertising on newspapers of loyalty. And by establishing the newspaper brand to strengthen reader loyalty to the newspaper, expanding the influence of newspapers, improve the efficiency of secondary sales of newspapers and dissemination. At the same time, by improving the overall quality of the newspaper to get readers to newspapers rely on and trust, in order to improve the credibility of the newspaper, so as to enhance the effect of secondary sales of newspapers. Key words: Audience segmentation; Newspapers; Secondary sales; Enlightenment 目 录 TOC \o 1-3 \h \z \u 一、 前言 3 (一) 受众细分解析 3 (二) 报纸二次销售解析 3 二、 中国报业市场经营现状 4 (一) 中国报业第一次销售现状 4 (二) 中国报业的二次销售现状 7 三、 读者阅读报纸情况分析 8 (一) 读者阅读报纸的习惯分析 9 (二) 读者阅读报纸的动机分析 11 (三) 读者对报纸广告的态度分析 12 四、 受众细分对报纸二次销售的启示 12 (一) 打造品牌，形成品牌影响力 13 (二) 提高质量，加强报纸公信力 14 (三) 转换思维，转向经营读者 15