深耕社区 提升服务——以大河报“我秀我家”社区活动为例谈发行创新

• 作 者: 张玉甫
• 机 构: 大河报社发行公司,
• 出 处: 中国报业
• 发表日期: 2015年03期
• 关键词: 我家 大河报 社区营销 高层化 城市社区管理 面接触 客户流失 发行员 商业合作伙伴 发行站

社区营销、体验营销眼下已成为热词。到社区去、跟消费者面对面接触、给消费者美好体验,各大品牌纷纷喊出口号,推出行动,比拼招式,晾晒成绩单。其实,“巷战”一直是都市报自办发行营销的拿手好戏,不过随着城市社区管理的规范、住宅高层化以及居民消费观念的变化、新媒体的冲击,具备社区营销、体验营销色彩的“敲门发行”近年越来越难,社区客户流失加剧。社区是都市报发行的基础,是都市报商业价值的源泉,基础不牢,地动山摇。如何直面挑

Community marketing, experiential marketing right now has become a hot word. Go to the community, face to face with consumers, to consumers a better experience, the major brands have shouted the slogan, the launch of action, competition moves, drying transcripts. In fact, “Street War ” has always been the Metropolis to run their own marketing, marketing, but with the standardization of urban community management, residential high-level and changes in consumer attitudes, new media impact, with community marketing, experiential marketing “Knock on the door issue ” more and more difficult in recent years, the loss of community customers intensified. Community is the basis of Metropolis Daily distribution, is the source of Metropolis Daily commercial value, the foundation is not strong, moving. How to face to pick