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在过去的几十年发展中,报纸的品种数量在不断增加,内容不断丰富,版面持续增加,报业的整体运作质量在不断提高,但还是面临诸如内容与运营模式的同质化带来的微利化趋势。本文旨在审视我国报业营销现状、分析存在的问题及滞后点,并以营销的基本理念及运作模式对此进行改革和修正,以期使我国的报业营销水平迈上一个新台阶。
In the past few decades of development, the number of newspapers is constantly increasing, the content is constantly enriched, the layout continues to increase, and the overall quality of the newspaper is constantly improving. However, it still faces such issues as the homogeneity of content and operation mode Microfinance trend. The purpose of this paper is to examine the status quo of newspaper marketing in our country, analyze the existing problems and lagging points, and reform and revise it with the basic marketing concept and mode of operation in order to bring our newspaper marketing level to a new level.