摘要
经过多年来的市场化变革，我国的文化产业发生了巨大的变化，报业作为一个重要的组成部分也取得了令人瞩目的发展。报纸无论是在总量还是发行量、广告的投放上都有了质的飞跃。但随着社会主义市场经济体制的建立，我国的报纸市场由过去的卖方市场转变为买方市场。报纸市场的成长和变化势必要求报纸营销走向成熟。
教辅类报纸作为具有中国特色的报纸，其营销活动也在发生从无到有的变化。在应试教育阶段，教辅类报社的经营者只关注报纸质量的高低，而忽略了报纸营销工作在报纸经营中不可或缺的地位。随着报业经济的发展以及教育体制向素质教育的转变，教辅类报社的经营者开始积极满足受众群体的要求，不断调整市场定位。通过科学的营销方法提升整体的竞争实力。报纸营销渐渐被教辅类报社经营者所关注。
本文试图以传播学、营销学、广告学的基本理论为指导结合一些教辅类报纸的具体案例，对教辅类报纸营销活动进行研究。并通过相关分析，对教辅类报纸的市场定位以及营销组合策略提出一些不成熟的观点。
本论文分五个部分。第一、二部分介绍报纸营销基本理论和教辅类报纸的发展概况，以及教辅类报纸的营销现状；第三部分分析了教辅类报纸的市场环境，阐述了教辅类报纸的营销特性和市场潜力；第四部分和第五部分主要针对教辅类报纸的营销定位和营销策划组合进行了详细的论述。其中根据营销学的理论将营销策略分成了四个方面：产品、渠道、价格、促销。通过市场细分对教辅类报纸的营销方式进行了多种组合。本文提出了首先要以读者的让渡价值最大化作为考虑，从追求发行数量转变为追求发行的质量，从满足信息的单向传播转变为与学生之间的互动交流。本文探讨了教辅类报纸的多种营销方法旨在对教辅类报社经营者提供一些参考。
Passing by the transform of market-oriented in the past 20 years, gigantic change happened in our culture industry. The press also got the great development as a important ingredient. The newspaper has all had a qualitative leap no matter in gross or circulation, advertisement. But with the building-up of a socialist market economy, the newspaper in our country changes into buyers' market by past sellers' market. The growing and changing of newspaper marketplace definitely require that newspaper market from childish to maturity.
Teach tutor kind newspaper as the Chinese characteristic newspaper, the market have changed from never to some. In the process of examination education, teach tutor newspaper office having shown solicitude for newspaper mass height, but having ignored the newspaper market has indispensable significance in newspaper management. With the development of newspaper economy and the change educating system to quality education, teach tutor newspaper office beginning to satisfy the request, continual adjust the marketplace allocation. Arising unitary compete according to scientific market way. Newspaper market has gradually pays close attention by the operator of newspaper office.
The article is hoped connect a lot of concrete case in teach tutor newspaper, and combine the change of newspaper marketplace to research the market activity of these kinds of newspaper. Being guided by the theory spreading the basic that learning, marketing, advertisement and passes relevance data arranging and analysis is brings forward a few immature viewpoint to teaching marketplace allocation and selling combination tactics.
The thesis divides into four parts. Part I introduce the basic theory of newspaper market and the develop course of teach tutor newspaper, generalize the market actuality under examination education and the quality education background. Part II has studied market=oriented of teach tutor newspaper, have expounded the market characteristic and the market potential of this kinds of newspaper. Part III and IV plan to constitute detailed discussion having mainly point to market localization and market scheme associate. According to the marketing theory, tactics has divided into four aspect: product, channel, price and promotion. Following subdivide, various combination having been in progress to teach tutor newspaper
selling way. Deepen the field adjusting the management tactic, science, expanding religion rationally assisting kind newspaper issuing quantity and issuing range. The article point out must considerate reader's alienate value at the first, changed from pursue issuing quantity to issuing quality, from one-way information transmit to interact with the student. The article has been discussed the various market way of teach tutor newspaper in order to give a lot reference for newspaper operator
引文
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