| 整合营销,为报业持续发展注入活力 |
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| 引用本文： | 俞崇尔. 整合营销,为报业持续发展注入活力[J]. 浙江工商职业技术学院学报, 2011, 10(2): 12-15 |
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| 作者姓名： | 俞崇尔 |
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| 作者单位： | 宁波晚报社,浙江宁波,315000 |
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| 摘 要： | 当前我国传统报业正面临前所未有的挑战.然而,绝大多数报纸营销模式没有摆脱传统营销竞争的层面,导致竞争力不断下降.针对传统报业陷入的窘境,或可根绝根据美国学者唐.E.舒尔茨上世纪末提出的整合营销传播理念,从四个层面提出了相应策略.
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| 关 键 词： | 整合营销 联合运营协议 整合报纸 广告价值 |
Integrated Marketing, Feeding the Flame for the Newspaper Industry |
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| YU Chong-er. Integrated Marketing, Feeding the Flame for the Newspaper Industry[J]. Journal of Zhejiang Business Technology Institute, 2011, 10(2): 12-15 |
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| Authors: | YU Chong-er |
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| Affiliation: | YU Chong-er (Ningbo Evening News Press,Ningbo 315000,China) |
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| Abstract: | The traditional newspaper industry is facing unprecedented challenges currently.However,most newspapers do not get rid of the traditional marketing-based competition,which leads to declining competitiveness.To find a solution to get out of this predicament,the author sets forth a series of strategies from 4 different levels according to the concept of integrated marketing communication,proposed by Done.E.Schultz at the end of the 20 century. |
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| Keywords: | integrated marketing joint operating agreement total newspaper advertising value |
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