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在报业市场竞争日益白热化的情况下,任何一家新生的或蜕变而来的报纸,要想成功地着陆,取得胜算,必须解决的是读者定位、运作策略和营销等问题。本文试从以下三个角度作一探讨。 细分化是基础 大众传播媒介的细分化,亦有说小众化,在国外新闻界早已是不争的事实。只是在不同的历史时期,寻求媒介市场的细分标准不同,即或以地域为
In the newspaper market competition is intensifying day by day, any new or transformed newspaper, in order to successfully land to win the chances of winning, you must address the reader positioning, operational strategies and marketing issues. This article tries to discuss from the following three angles. Segmentation is the breakdown of the basic mass media. It is also said that the mass media have long been an indisputable fact in the foreign press. It is only in different historical periods that the subdivision criteria of the media market are sought to be different, that is,