【作者】 梁桦；

【导师】 林如鹏；

【作者基本信息】 暨南大学 ， 新闻学， 2003， 硕士

【摘要】 报纸的有效发行是近两年来新闻理论界和业界的一个热点和焦点话题。传统的观点认为，报纸的广告量和重要性程度与发行量成正比。但是，科学的理论和实践证明：决定报纸广告量的因素有很多种，发行量是个很重要的因素，但不是决定性的，决定性因素是有效发行。在诸多决定有效发行的因素中，发行的结构、报纸的定位与性质是第一位的，另外，广告经营手段等共同形成合力。因此，摈弃传统的、浪费资源的报纸发行大战，追求合乎理性的符合经济学原理和方法的有效发行，应该是业界的追求。本文在阐述了报纸发行应该遵循的经济学原理、回顾研究了中国报纸发行大战的渊源和弊端之后，从报纸是产品的定义出发，按照一般商品的营销规律，指出了这种产品有效发行的途径和方法：实施产品差异化、发行重点区域化、产品价格差异化、品牌化、合理规模策略。更多还原

【Abstract】 The effective circulation of newspaper is a hot topic in both academic and practice field of media. The traditional idea is that advertisement and significance of newspaper has a direct relation with circulation. However, it had been proved by theories and practices that circulation is one of important factors, but it is not the key. The key is effective circulation. In those factors which can decide a large circulation are the local economic level, the construction of circulation and the orient of newspaper. Besides these, the management of the advertisement is another important factor. In order to promote newspaper, we should apply the economical method according to the economic theory instead of traditional and resource-consuming method. At first this dissertation introduces the economic theory that we should follow. Then it reviews the origin and the drawback of the ’war’ in newspaper industry. At last, looking newspaper as a kind of merchandise and obeying the merchandise promotion law, the dissertation proposes the method for effective circulation: differentiating the product, focusing on the major distribution, differentiating the price of the product, branding the product and circulating in a effective scale.更多还原