论文标题:报业市场分析与营销对策研究
Analysis Newspaper Market and Research of Marketing Measures
论文作者 李瑞
论文导师 马克立,论文学位 硕士,论文专业 工商管理
论文单位 吉林大学,点击次数 758,论文页数 77页File Size615k
2004-10-01论文网 http://www.lw23.com/lunwen_483292/ 报业;市场分析;营销对策;政府管制;外部扩张
Wireless mobile internet; Wireless cell; communication; Mobile IP; GPRS; WLAN; WCDMA
本论文主要讨论了中国传媒业（报业）的市场竞争及营销对策，论文紧紧围绕报业独特的经济特性、报业市场的形成和竞争展开理论研究，并在对策和建议及后期实证研究部分密切结合了作者自身的工作环境和中国报业的发展现状进行撰写。随着市场经济的逐步深化，我国传媒业在发挥喉舌功能的同时，也开始注重经济效益。市场经济的建立和发展给我国传媒业带来的最大变化莫过于由过去“皇帝女儿不愁嫁”的卖方市场转变为各类新闻媒介间激烈竞争的买方市场，并且，在可以预见的将来，这种买方市场的激烈竞争将越来越趋向“白热化”。特别是在加入世贸组织后，我国传媒业加大了对内资、外资开放的进程，外资雄厚的资本、成熟的市场营销经验、优异的管理人才对正处于成长期的中国传媒业都是很大的冲击。在传媒日益强大地融入到社会政治、经济、文化等领域的今天，研究如何创新报业营销手段、提升我国传媒业的市场竞争力，更好促进传媒（报业）走向规范、高效的市场体系是具有深远意义的。中国政府积极进行传媒产业的结构调整，打破区域封锁和市场壁垒，推动大型集团跨地区经营。以北京、上海、广州、沈阳、成都等大城市为重要辐射基地，大力推进报业集团、广电集团、出版集团、发行集团的建设。到目前为止，共组建了39家报业集团、13家广电集团（10家省级集团（总台），3家市级）、9家出版集团、5家发行集团和1家期刊集团，形成一批机制灵活、核心竞争力强的优势群体。目前中国报业正呈现出在实力、规模和市场基础上的“圈型——渗透式扩张”的趋势。一是以主报为核心的多子报扩张；二是主报自身的多版化、多主题的综合性扩张。报业市场的专业化、细分化、规模化的发展已经成为下一轮产业发展的新趋势与生长点。 报纸是一种非常特殊的产品，报纸的经济特性突出地表现在报纸多方面的二重特性上。在报报纸的产品性质上，它既是商品又是宣传品；在报纸的效用上，它不仅对消费者具有使用价值，对生产者本身也具有使用价值；就报纸的交换对象而言，它的消费者既有其读者还有广告客户；就报纸的收入而言，读者购买消费报纸不仅支付了货币而且支付了时间，报纸的生产者获得了发行的货币和读者时间二重收入，从而可以获得发行和广告二重货币收入；报纸的价格也具有二重性，发行价和广告价格并行；与此相应，报纸的市场也是二重性的，即同时进入发行和广告两个市场。 报业市场的形成标志是传媒市场中受众的重要地位得以确立、传媒之间的竞争格局已经形成，传媒的融资方式开始受到人们重视。报业市场的竞争性体现在尽管政府对报纸的数量有严格的控制，但是，对各种类型的报纸，即各个报业市场或者报业领域，政府都批准了多家报纸，换句话说，在各个报业市场上（细分化的市场或者次产业中），都有多种报纸的存在。而且，政府并没有规定各类报纸发展的禁入领域。只要某个报业领域，如消费类报纸、都市报或者经济类型报纸，形成了显著盈利的空间。很快就会有新的进入者参与进来，使该领域形成激烈竞争的空间，很快就会有新的进入者参与进来，使该领域形成激烈竞争的格局。当然，不能否认，在中国报业市场上还存在一些明显的非竞争因素。各种不同的报纸之间在许多方面，甚至包括税收政策上，还不是完全平等的。从世界各国的情况看，当报业市场发展到一定程度，行政性干预取消后，报业市场不再有行政特权所维持的独家垄断格局，也很少会形成接近完全竞争的市场结构。报业市场的未来趋势是从政党报纸为主向商业性报纸为主的演变，从政治限制，到开放竞争、又走向市场集中和垄断，报业经营出现市场细分化和多元化。目前传媒业的竞争已经非常激烈，在传统的报业领域更是惨烈，有竞争就有竞争力，在这个过程中，大家都希望能够打造自己的核心竞争力。创新报业的营销手段、提高核心竞争力，不仅是传媒业改革到一定程度的需要，更是媒体实现其自身的社会效益和经济效益的核心问题。 以市场环境为重点，政府应取消对报业的财政补贴和行政摊派。在中国的政治和社会制度下，新闻业包括报业是一个非常敏感的行为，为了保持一定的舆论导向和社会稳定，政府必然要对其进行严格的控制，但这种控制也有其方向，应该逐步减少行政性的直接控制，转向以政策、法律控制和经济控制为主。以市场细分为策略，传媒(报业)内部资源应该实现重新配置。报业发展的市场战略首先是内部资源的重新配置，使内部结构层次分明、错位竞争、优势互补；我国综合性日报绝大多数都是党报，它理所应当占据中国日报的主流。党报要做到明确性质、认清方向、澄清思想，以开阔的视野、敏锐的洞察和深刻的思想树立起严肃高雅的中国大报之风。在设计管理机制时，应实施分类管理、双轨并行的新体制，允许党报和晚报、都市报采取不同的运营机制和操作理念，计划与市场、事业与企业在内部相应分开，各有侧重。另外，报业集团内部的人、财、物管理机制也需要及时调整。既要均衡、协调各方面的利益，同时又要始终注意从实现效益目标着眼，强化内部激励机制，实现效率竞争。以市场竞争力为目标，传媒（报业）外部拓展要实行联合生产与纵向连接?
The main point of this dissertation is talking about the market competitive power problems of Chinese Media (Newspaper). The dissertation makes a research closely on Newspaper economic specialty; the form of Newspaper market and competition connects the author own working environment with Chinese Newspaper status on the suggestion of practical parts. Chapter one put forward problems. The media begin to lay stress on economic benefit when it makes functions on the benefit of mouthpiece with the development of market economics, the biggest change of market economics establishment and development for Chinese Media is that “daughter of king doesn’t worry about marriage”—selling market turned into buying market of highly competition among all kinds of medias, furthermore, this kind of competition will become hot in the future. In particular, Chinese media improves the opening process of internal and external capital and huge capital, mature market and excellent human resources of foreign enterprise completely break Chinese media. It is quite instructive to make a research on how to improving the competitive power of Chinese median, and make media become standard and market system of efficient when media goes into current society, politics, economics. Chapter two Chinese Newspaper development status. Chinese government actively is engaging in the adjustment of media structure, breaking the areas blockade and market burner and put forward the huge groups in the transregional operation. It will propel the establishment of newspaper, groups, radio and television groups, publish mart group, distribution groups. Until the current days, it is totally 38 newspaper groups, 13 radio and television groups (to provincial class and 3 municipality class), 9 publish group, 5 distribution groups and 1 periodical grays, forming a serial of superior groups with dynamic mechanism and strong competitive core. In the current, Chinese newspaper is becoming the “from circle to form infiltration enlargement”. One hand, enlarge more subordinate newspaper on the core of primary newspaper, on the other hand, enlarge primary newspaper to be comprehensive with more publication and more titles. The development of specialize detailed division and scope of newspaper market has become new trend and growing point of next industry. Chapter Three research on the economic characteristic of newspaper. Newspaper is a kind of very special produce and its economic characteristic stress two sides in the different hands: on the characters of newspaper, it is both commodity and publicity material. On the effectiveness, its use valve is not only for consumers but also for procreators themselves. On the exchanging targets, its consumers cure both readers and advertisement customers, on the revenue, that readers purchase newspaper not only pay the currency. But also take time, and then procreators of newspaper acquire, punishment currently and reader’s time dual revenue. As a result, it will get dual currently revenue on publication and advertisement; the price of newspaper has also dual character: publishing price and advertising price go together; see also, market of newspaper is also dual character: enter the publication and advertisement two markets in the meantime. Chapter four newspaper market form and competition analysis. The symbol of newspaper market form is establishing the significance of media market, forming the competitive structure among media, beginning to stress the circulate funds of media market. The competition of newspaper market shown hat government strictly limits the quantity of newspaper, however, it also approves many type of newspaper in the different newspaper market and areas. In another word, there are many kinds of newspaper in each newspaper market (detailed division market or subordinate industry). Furthermore, government doesn’t make a regulation for the restricted area of different kinds of newspaper. If any newspaper in a certain area such as consumer newspaper, Urban newspaper of economics newspaper,
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