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今年的广州报业市场表面看来波澜不惊,只有《羊城晚报》搞了一系列比较富有冲击性的营销策划活动,而《南方都市报》的上升势态有所缓冲。各报业集团之间在发行量和广告份额上此消彼长,处于胶着状态。但是,在这种暗流之下,蕴含着各报业集团对内规划和对外扩展的策略调整,在本地市场已经饱和而同类媒体竞争激烈的情况下,如何突围而出寻找新的亮点;在外资书刊零售已经可以进入省会城市的政策下,怎样才能保住原有的市场份额并且继续增长;在境外传媒已经逐渐渗透珠三角的情况下,如何增强本地媒体的优势和强势?这些都是广州新闻业面临的迫切问题,急需寻找对策。
This year’s Guangzhou newspaper market appears placid, only “Yangcheng Evening News” engaged in a series of more aggressive marketing planning activities, and “Southern Metropolis Daily,” the upward trend has been buffered. Newspaper groups in the distribution and advertising share of the shift, in a stalemate. However, under such undercurrents, there is a strategic adjustment of the planning and external expansion of the newspaper groups in their respective markets. Under the circumstance of intense competition in the local market and similar media, how to break through and find new bright spots? How can we keep our original market share and continue to grow under the policy that books and magazines can already enter the capital cities? How can we enhance the advantages and strengths of the local media when the overseas media have gradually infiltrated the Pearl River Delta? Urgent problems facing the urgent need to find countermeasures.