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在对纸媒的看跌声中,以商人为读者群的商帮杂志在逆势崛起。这些杂志基本创立于近10年,以《徽商》《浙商》《苏商》等为代表,他们通过凝聚商人群体,在资本、文化等领域开疆拓土、打通阻隔,建立起一套新的盈利模式和发展体系,大大拓展了传统纸媒的经营思路。本文以徽商传媒为例,分析其缘何在5年时间内迅速将一份区域杂志做出全国影响力,获得理想的社会和经济效益。通过对其首倡的“合纵连横”运营战略进行深刻解剖,解开徽商传媒在纸媒面临困境之时抢占先机,保持高速、高效、高质发展的秘诀。
In the beeping of paper media, the business magazine with merchants as a group of readers rose in a contrarian trend. These magazines, which were basically established in the past 10 years, are represented by “Huizhou”, “Zheshang” and “Su-Shang”. They unite businesspeople in areas such as capital and culture to break through barriers and establish a set of The new profit model and development system, greatly expanded the traditional paper media business ideas. This article takes Huishang Media as an example to analyze why it quickly made a regional magazine a national influence in 5 years and achieved the ideal social and economic benefits. Through profound analysis of its “vertical and horizontal” operation strategy, Huishang Media unlocks the first chance when the paper media is facing difficulties and maintains the secret of high speed, high efficiency and high quality development.