我国新财经报诞生之初,取得瞩目的营业绩效,但是自2004年后,作为新财经报主要收入的广告业务营业额急剧下跌。中国传媒大学广告学院院长黄升民认为,导致这传统媒体广告份额下降的主要原因是新兴媒体的崛起。如何应对新媒体的挑战是关系新财经报纸兴衰的严重问题。本文站在关系营销的角度提出以培育顾客忠诚作为解决问题的根本途径。 Since the birth of China’s new financial newspaper, it has achieved remarkable business performance. However, since 2004, the revenue of the advertising business, which is the main revenue of the new financial newspaper, dropped sharply. Huang Sheng-min, Dean of Advertising at Communication University of China, believes that the main reason for the decline in the share of traditional media advertising is the rise of emerging media. How to deal with the challenges of new media is a serious problem that affects the rise and fall of new financial newspapers. In the perspective of relationship marketing, this paper proposes to cultivate customer loyalty as the fundamental way to solve the problem.