平面媒体的行为研究

【作者】 丁杰；

【导师】 包季鸣；

【作者基本信息】 复旦大学 ， 工商管理， 2010， 硕士

【摘要】 随着我国传媒产业化进程的加快,大众媒体的竞争日趋激烈,媒体经营越来越受到重视。受媒体外部生态变化影响,平面媒体广告份额大幅缩减,对其产生巨大的影响和冲击,也暴露出平面媒体单一依靠广告的盈利模式的弊端。在此种背景下,作为市场营销的一种重要手段,既能盈利又能提升品牌美誉度的活动项目,便越来越多地受到平面媒体的重视和广告商的青睐。但目前国内对媒体行为的研究主要集中在以“超级女声”为代表的电视活动营销研究,针对平面媒体的行为研究相对较少,也缺少系统的分析和具有前瞻性的思考。本文在对平面媒体行为进行理论综述的基础上,以最新的相关理论研究为依据,归纳总结出理论对现实的指导意义。以理论基础为根基,本文还依据不同标准对平面媒体的行为作以细分,总结其特征,论述其在媒体发展中的地位、作用及现实意义。对中外经典案例进行分析研究,总结平面媒体行为发展的基本规律。本文重点以解放日报报业集团主办、中润解放传媒公司协办的文化讲坛的5年探索为例,详细介绍了文化讲坛这一媒体行为的概况、影响、特点、商业模式、组织架构以及运营方略和运作流程等。并运用SWOT等战略管理工具,对文化讲坛的未来发展提出建议和思考。更多还原

【Abstract】 Along with the accelerated process of industrialization of mass media, mass media is becoming more competitive, the media is more and more attention. External ecological change by the media, print media advertising substantially reduced share of its enormous influence and impact, but also revealed a single print media rely on advertising revenue model of the state. In such a context, as an important marketing tool, not only profit but also enhance the brand reputation of activities, more and more attention by print media and advertisers alike.But up to now conduct research on the media focused on the "Super Girl" as a representative of the television activities of marketing research, conduct research for the print media is relatively small, also the lack of systematic analysis and forward-looking thinking. In this paper, the theoretical behavior of the print media review, based on the latest research-based theories, summarized the theory of practical significance. Theoretical basis for the foundation, the paper also according to different standards of conduct for print media to the breakdown summary of its features, and discusses their status in the media development, function and practical significance. Analysis of Chinese and foreign classic case study of print media summarized the basic rules of behavior development. This article focuses on the liberation of Daily Newspaper Group’s five-year cultural forum to explore, for example, details of the cultural forum for the media profile of behavior, affect, features, business models, organizational structure and operational strategy and operational processes, etc.. And the use of SWOT and other strategic management tools, the future development of the cultural forum to make recommendations and reflection.更多还原