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报纸广告的经营管理体制是为报业经济服务的,不管怎么变,它都要适应并随着报业经济的发展而发展,这是搞好报纸广告经营工作的一个基本原则。在这个原则的指导下,《齐鲁晚报》从1993年开始在广告经营管理体制上进行了五次重大改革,这五次改革就如五次浪潮一样,推动着《齐鲁晚报》广告收入持续高速增长,也探索出了一套行之有效的广告经营管理模式。 第一次改革:打破铁饭碗,实行承包制 《齐鲁晚报》创刊于1988年,但最初的5年时间里其广告创收一直没有什么起色,到1992年,广告收入
Newspaper advertising management system is to serve the newspaper economy, no matter how changed, it must adapt and develop with the development of the newspaper economy, which is a basic principle of doing a good job in newspaper advertising. Under the guidance of this principle, “Qilu Evening News” has carried out five major reforms in its advertising management system since 1993. These five reforms are just like the five waves that promote the continuous and rapid growth of advertising revenue in “Qilu Evening News” , Also explored a set of effective advertising management mode. The first reform: to break the iron rice bowl, the implementation of the contract system “Qilu Evening News” was first published in 1988, but the first five years of advertising revenue has been no improvement, by 1992, advertising revenue