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随着报业市场的日趋开放和完善,国内新闻媒体之间竞争日益激烈,报业竞争已经上升到营销层面,从注重内容到注重影响力,从注重规模到注重品牌。报纸规模扩张而效益低下的粗放型经营显然已经走入死胡同,报纸只满足于覆盖率和注意力已经不能适应市场发展,对自身影响力的培养构建成为报业的主攻方向。以笔者在纸媒体从业的20多年经验认为,报业如何运用影响力这个极具价值的无形资产,构建市场竞争优势,今天显得尤为迫切和意义重大。
With the opening up and improvement of the newspaper market, the competition among the domestic news media is becoming increasingly fierce. The newspaper competition has risen to the marketing level, from focusing on content to focusing on influence, and from focusing on scale to focusing on the brand. It is clear that the extensive operation of newspaper expansion and inefficiency has finally come to a dead end. The newspaper is only satisfied that the coverage and attention are no longer able to adapt to the market development, and the cultivation of its influence has become the main direction of the newspaper industry. According to the author’s more than 20 years of experience in the paper media business, it is particularly urgent and of great significance today how to use the newspaper’s valuable intangible assets of influence and build a market competitive advantage.