WX报业集团报纸广告市场营销策略研究(MBA硕士论文)

WX报业集团报纸广告市场营销策略研究(MBA硕士论文)(45000字)
摘    要
作为一家传媒集团，广告收入是WX报业集团的重要收入来源，也是集团赖以生存和发展的支撑和保障。受网络、手机、电视等媒体的影响，传统报业以及赖以生存的广告收入遭受到强烈的冲击，另一方面，受到严重同质化的影响，WX报业集团和其它报业集团之间的广告竞争也处于白热化状态。因此，研究如何保证集团在当前严峻的形势下，实现广告收入的逆势增长，是摆在我们面前的研究课题。
纵览国内外营销管理的有关文献，我们不难发现：国内外有关市场营销的理论研究较为全面，但报纸市场营销方面相对较少，而针对报纸广告市场的营销策略研究更是凤毛麟角，很难发现系统、全面的相关文章。研究该课题，有助于报业集团探索自身的突围与发展，丰富报纸广告市场营销的实证研究，同时，对于国内一些处于同样现状的报业同行具有很好的参考借鉴作用。
本文从WX报业集团的实际现状出发，采用实证研究的方法，通过对国内报纸市场现状与趋势和 WX报业集团报纸广告营销环境、竞争环境进行分析，接着用问卷调查、数据库等方法分析WX报业集团报纸广告的市场需求， 利用市场营销中的STP理论和7P’S理论对国内外报纸广告市场营销策略研究进行综述，由此进一步对集团各种报纸的定位和广告客户的选择进行分析，在阐述报纸广告市场的各种营销策略的基础上，最终提出合理、有效的营销策略建议。

关键词：报纸；广告市场；营销；策略。

Abstract
As a media group, advertising revenue is not only an important source of income of  WX Daily Group, but also the support and warranty for the group to survive and develop.  Affected by a variety of new media such as internet, mobile phones, television etc, the survival of the traditional newspaper suffered a strong impact on advertising revenue. On the other hand, seriously affected by the same content and form of the press, ad campaign between WX Daily Group and other press groups becomes intense.  Therefore, it is a research topic for us to study how to realize the growth of advertising revenue against current critical situation.
By reading marketing references at home and abroad, it is easy to find there are complete marketing theories but few newspaper marketing studies.  It is even more difficult to find strategy study on newspaper advertisement marketing.  The study on this topic will help newspaper groups to explore for breakthrough and development and enrich case study of newspaper advertisement marketing.  At the same time, this study can be used as referential experiences by peers at home in the similar condition.
Based on the actual status of WX Daily Group, by case study to analyze the current situation and trend of domestic newspaper market and marketing and competition environment of WX Daily Group, followed by questionnaire and database to analyze the market demands to newspaper advertisement of WX Daily Group, the thesis summarized the marketing strategy of newspaper advertising at home and abroad by using STP and 7Ps theory to further analyze the positioning of various newspapers of the Group and choosing of advertising clients.  After stating various marketing strategies of newspaper advertisement, the thesis finally proposed recommendations of reasonable and effective marketing strategies.

Key words：newspapers; advertising market ; marketing; strategy