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《新媒體沖擊下紙媒廣告業(yè)的競爭戰(zhàn)略分析——基于經(jīng)濟(jì)學(xué)視角.pdf》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、CompetitiveStrategyAnalysisofPrintMediaAdvertisingIndustryImpactofNewMedia-BasedEconomicPerspective摘要我們知道廣告業(yè)績是紙媒最主要的經(jīng)營收入，本文選取《北京晚報》廣告經(jīng)營數(shù)據(jù)作為樣本進(jìn)行數(shù)據(jù)分析，通過分析《北京晚報》2005-2014年的廣告經(jīng)營收入，得出廣告收入逐年減少的結(jié)果，從而作為代表反應(yīng)出北京地區(qū)紙媒廣告業(yè)的發(fā)展現(xiàn)狀。本文分為五個部分：第一部分：引言，介紹選題的實(shí)際背景、研究目的及研究對象。并對本文的研究思路進(jìn)行簡要地概述，以便從整體上了解本文的分析框架。第二部分：
2、國內(nèi)外紙媒發(fā)展的現(xiàn)狀。首先是國內(nèi)外紙媒發(fā)展現(xiàn)狀及異同，其次是對北京報業(yè)市場發(fā)展現(xiàn)狀的研究綜述。第三部分：報紙的特點(diǎn)及報紙作為廣告載體相對于其他媒體的優(yōu)缺點(diǎn)。第四部分：報紙媒介廣告經(jīng)營行為的經(jīng)濟(jì)學(xué)分析。從報紙的價格彈性入手，具體到北京晚報在新媒體進(jìn)入市場前后的市場行為分析。第五部分：新媒體沖擊下傳統(tǒng)紙媒的轉(zhuǎn)型——以《北京晚報》為例。以北京晚報為例從六方面提出應(yīng)對新媒體沖擊的戰(zhàn)略對策。本文以北京晚報近十年的廣告經(jīng)營情況為例進(jìn)行經(jīng)濟(jì)學(xué)剖析，從整體上詮釋了報紙媒體在新媒體的沖擊下應(yīng)該全面發(fā)展，只有走一條創(chuàng)新探索之路，才能不被時代淘汰而更好的發(fā)展。第六部分：結(jié)論。關(guān)鍵詞：新媒體，比
3、較優(yōu)勢，報業(yè)經(jīng)濟(jì)，競爭優(yōu)勢ⅠAbstractWeknowthatpapermediaadvertisingperformanceisthemostimportantoperatingincome,thepaperselected"BeijingEveningNews"advertisingdataassampledataanalysis,byanalyzingthe"BeijingEveningNews"2009-2013advertisingrevenues,decreasingadvertisingrevenuederivedresults,whichreflects
4、thecurrentdevelopmentinBeijingpapermediaadvertisingindustry.Thispaperisdividedintofiveparts:PartI:Introduction.Introducethetopicofrealisticbackground,purposeandobjectofstudy.Andresearchideasexpoundedbrieflyinordertounderstandtheanalyticalframeworkofthispaperasawhole.PartII:Thedevelopmento
5、fdomesticandinternationalprintmediastatusquo.Thefirstisthestatusquoandthesimilaritiesanddifferencesbetweendomesticandinternationalprintmediadevelopment,followedbytheReviewofthestatusofBeijingnewspapermarketdevelopment.PartIII:Thecharacteristicsofthenewspapersandnewspaperastheadvantagesand
6、disadvantagesofadvertisingcarrierrelativetoothermedia.PartIV:EconomicAnalysisofnewspapermediaadvertisingbusinessbehavior.Fromthepriceelasticityofnewspaper,specifictotheBeijingeveningnewsinnewmediaintothemarketbeforeandaftertheanalysisofthemarketbehavior.PartV:Theimpactofnewmediatransforma
7、tionofthetraditionalpapermediaonebyonetothe"BeijingEveningNews"asanexample.IntheBeijingeveningnews,forexamplefromsixaspectsputsforwardsomecountermeasurestocopewiththeimpactofnewmediastrategy.Inthispaper,theBeijingeveningnewsnearlyadecadeofeconomicsanalysisofadvertis
