平面媒体的行为研究
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。
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.
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。
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.
引文
[1](美)邓肯,《整合营销传播——利用广告和促销建树品牌》,中国财政经济出版社,2004年8月
[2]丹尼尔·戴扬、伊莱休·卡茨,《媒介事件》,北京广播学院出版社,2000年
[3](美)菲利普·科特勒、凯文·莱恩·凯勒,《营销管理》(第12版)上海人民出版社,2006年
[4]欧阳国忠,《媒体活动实战报告》南方日报出版社,2005年
[5]余伟萍,《品牌管理》,清华大学出版社、北京交通大学出版社,2007年8月
[6]王璞主编马瑞民、肖中立编著,《战略管理工具与案例》,机械工业出版社出版,2009年7月
[7]皇甫晓涛,《文化资本论》,人民日报出版社,2009年
[8](美)朱迪·艾伦,《活动项目营销：全新的竞争制胜手段》,旅游教育出版社,2006年
[9]喻国明、张小争,《传媒竞争力：产业价值链案例与模式》,华夏出版社,2005年
[10]尹明华,《文化传播传媒理所当然的责任——记解放日报报业集团“文化讲坛”》,《传媒》,2007年第10期
[11]喻国明,《从注意力经济的角度看媒体品牌》,《现代广告》,2000年第5期
[12]胡广梅,《我国新财经类平面媒体活动营销的问题及对策分析》,《新闻界》,2008年第3期
[13]彭剑,《活动营销：平面媒体“版面外”的盈利》,《传媒观察》,2005年第9期
[14]朱胜龙,《文本与活动并举：现代报刊竞争新走势》,《传媒》,2005年第7期
[15]郑志波、易绍华,《品牌策划经营述评》,《销售与市场》,2003年第2期
[16]王晓琴,《平面媒体营销活动策略》,《新闻前哨》,2007年06期
[17]宫璐璐,《活动营销助力报业品牌提升》,《广告大观》,2008年09期
[2]丹尼尔·戴扬、伊莱休·卡茨,《媒介事件》,北京广播学院出版社,2000年
[3](美)菲利普·科特勒、凯文·莱恩·凯勒,《营销管理》(第12版)上海人民出版社,2006年
[4]欧阳国忠,《媒体活动实战报告》南方日报出版社,2005年
[5]余伟萍,《品牌管理》,清华大学出版社、北京交通大学出版社,2007年8月
[6]王璞主编马瑞民、肖中立编著,《战略管理工具与案例》,机械工业出版社出版,2009年7月
[7]皇甫晓涛,《文化资本论》,人民日报出版社,2009年
[8](美)朱迪·艾伦,《活动项目营销：全新的竞争制胜手段》,旅游教育出版社,2006年
[9]喻国明、张小争,《传媒竞争力：产业价值链案例与模式》,华夏出版社,2005年
[10]尹明华,《文化传播传媒理所当然的责任——记解放日报报业集团“文化讲坛”》,《传媒》,2007年第10期
[11]喻国明,《从注意力经济的角度看媒体品牌》,《现代广告》,2000年第5期
[12]胡广梅,《我国新财经类平面媒体活动营销的问题及对策分析》,《新闻界》,2008年第3期
[13]彭剑,《活动营销：平面媒体“版面外”的盈利》,《传媒观察》,2005年第9期
[14]朱胜龙,《文本与活动并举：现代报刊竞争新走势》,《传媒》,2005年第7期
[15]郑志波、易绍华,《品牌策划经营述评》,《销售与市场》,2003年第2期
[16]王晓琴,《平面媒体营销活动策略》,《新闻前哨》,2007年06期
[17]宫璐璐,《活动营销助力报业品牌提升》,《广告大观》,2008年09期