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2003年对于《羊城晚报》来说,是全面大发展的一年,不仅全面实施了整合营销战略,实现了广告额同比增长了40.6%的业绩,而且形成了科学的品牌运作模式,设置了新的版面运作格局。究其原因,这其实是《羊城晚报》区域化经营拉动品牌价值提升的结果。在国外,不少大型的全国品牌报纸采取的都是“区域经营”的策略。《纽约时报》就分为全国版、纽约版、东北版。这些地方版和全国版根据不同地方的不同需要,开设各种专版,以满足地方读者的需要。目前真正称得上全美国的报纸只有《华尔街
In 2003, for the “Yangcheng Evening News”, it was a year of comprehensive development. It not only fully implemented the integrated marketing strategy, achieved a 40.6% year-on-year increase in the amount of advertising, but also formed a scientific brand operation model and set a new The layout of the layout. The reason for this is actually the result of the promotion of brand value driven by the regional operation of the “Yangcheng Evening News”. In foreign countries, many large national brand newspapers adopt the “regional operation” strategy. The New York Times is divided into the national version, the New York version, and the Northeast version. These local and national editions have various special editions to meet the needs of local readers according to the different needs of different places. The only real newspaper that can be called the United States at the moment is “Wall Street.”