随着我国报纸数量和品种的激增,受众选择报纸的自主性越来越高,报纸的销售出现供大于求的局面。面对买方市场,我国报业已不可避免地进入“营销时代”。今天,摆在众多报纸面前的问题是如何在激烈竞争的传播市场上抢滩占位、拓展自己的生存和发展空间。这对于惯于将自身定位于传声筒角色的报纸而言,的确是一次巨大的挑战。进入“营销时代”的报纸已经不再仅仅是一种宣传工具,而是作为一种特殊商品,需要去占领市场,去谋取利润,需要细分市场准确定位,需要按照营销学 With the surge in the number and varieties of newspapers in our country, the readers’ autonomy in selecting newspapers is getting higher and higher, and the sales of newspapers have seen an oversupply situation. Faced with the buyer’s market, China’s newspaper industry has inevitably entered the “marketing era.” Today, the issue before many newspapers is how to seize the place in the highly competitive communications market and expand its own space for survival and development. This is indeed a huge challenge for newspapers accustomed to positioning themselves in the megaphone role. The newspaper entering the “era of marketing” is no longer just a propaganda tool, but rather as a special commodity, which needs to occupy the market and make profits. It needs to accurately identify the segments and need to follow the marketing