基于社區(qū)的媒體營(yíng)銷模式研究.pdf

1、中南大學(xué)碩士學(xué)位論文基于社區(qū)的媒體營(yíng)銷模式研究姓名：劉雯娟申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：柏定國(guó)20090501ABSTRACTWiththefurtherrefornloftheculturalsystem，mediamarketcompetitionhasbeenincreasinglyfierceFacingtheincreasinglyfiercemarket，mediaindustryhaspaidmoreandmor

2、eattentiontoitsmarketingNowadays。thenumberofproductsandserviceinthemediaoverthemarketdemand，anyoneofmediaorganizationsisnolongerindispensable，mediamarketwillappearnochangeifamediaorganization’SdeathSo，inthismarketenviron

3、ment，mediaorganizationsmustfollowthemarketrule，targetformediaproducBorserviceplanningandproductionandmarketingcommunicationactivities，toseeksurvivalinthemediamarketHowtoconstructthemarketingmodeofmediahasbeenthemaintopic

4、ofmarketingfieldThispaperfocusedoncommunityintroducetheproductstrategy、channelstrategy、promotionstrategy、pricestrategyandbrandstrategy，basedonthesociologymarketingandpropagationofpsychology，proposedconstructingcommunity—

5、mediamarketingmode，buildmedia”communityimageIntheproductstrategyproposedcommunityisthebaseofmedia’Sproductinnovation，mediaorganizationsshouldaccordingtothecharacteristicsofcommunityaudienceincreasedproductinnovation；inth

6、echannelstrategyproposedcommunityisthefinalmarketofmedia’Schannelstrategy，mediaorganizationsshouldlockcommunitytoconstructchannelstrategy；inthepromotionstrategy，proposedcommunityiStheinfluencefactorsofmedia’Spromotionstr

7、ategy，themediaorganizationshouldtakefeedbackinthecommunityestablished’communitycardsystemincommunities，inordertealizethestableaudience，mediaorganization’Sprofitandoccupyanmarketshare；inthepromotionstrategycommunityiSthem

8、ainbattlefieldofmediapromotionstrategymediaorganizationshouldtaketheinitiativeofthecommunitymarketingstrategyinthebrandimagestrategywethink，thehi曲eststateofmediamarketingisthroughlong—termbrandstrategybuildlongtermimpact