从眼球到手指:看传统纸媒的互动营销

• 作 者: 杨晋昭 赵志强
• 机 构: 唐山广播电视报社,
• 出 处: 中国报业
• 发表日期: 2013年04期
• 关键词: 传播观念 传播过程 传者 广播电视报 发行人员 研发者 互动形式 报网互动 手机二维码 品牌化发展

随着大众传播观念的不断发展,加之新媒体的竞争冲击,传统的纸质媒体正由过去的传者本位向受者本位过渡。因此,由受众参与到传播过程,显得尤为重要。如果把报纸作为一种文化产品看待,那么采编人员就是产品的研发者,印刷人员是产品的制造者,发行人员则是产品的销售者。从研发到制造,再到销售,则需要我们用营销的理念去经营,在这一过程中,互动成为该产品是否吸引消费者的重要因素。

With the continuous development of the concept of mass communication, combined with the competitive impact of new media, the traditional paper media is shifting from the past to the recipient. Therefore, it is especially important for the audience to participate in the communication process. If you look at the newspaper as a cultural product, then the editors are the developers of the product, the printer is the producer of the product, and the distributor is the seller of the product. From research and development to manufacturing and then sales, we need to use marketing concepts to operate, in the process, the interaction becomes an important factor in whether the product is attractive to consumers.