《瀟湘晨報》整合營銷策略研究.pdf

1、武漢理工大學(xué)碩士學(xué)位論文《瀟湘晨報》整合營銷策略研究姓名：王一純申請學(xué)位級別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：賀子岳20071101武漢理工大學(xué)碩士學(xué)位論文)fiaoxiangMorningHeraldisaallroundsdailynewspaperinChangshawhichhostedbyHunanPublishGroupsItissetupinMarch2001，expendedinafewyearsNowit啪takethefi

2、rstplaceofHunanprovinceinmarketplacethenumberofpublishInoomesofadvertisementButifXiaoxiangMorningHeraldwantstocontinueitssuperioritshoudbringinintegratedmarketinganalysisAtthesametimeXmoxiangMorningHeraldisatypicalcase。i

3、tsintegratedmarketinganalysiscanbetheexampleofothermetropolisdailynewspapersFirmlyafteranalyzingthebackgroundofX／aox／angMorningHeraldandthesituationofthejornalismmarketscompetitioninChangshadiscoursingthehistoryandcircum

4、stancesofXiaoxiangMorningHeraldthearticlesuggestsitmustreformandinnovateifcontinuesthefirstplaceinHunanprovinceandtheintegratedmarketinganalysisshouldbethebestchoiceofXiaoxiangMorningHeraldThefollowingthearticleputsempha

5、sisonXiaoxiangMorningHeraldspositionpublishandadvertisingwhicharetheimportantsediOllSofnewspapersmarketingTheanalysissuggestsXiaoxiangMorningHeraldshouldfindsitstargetreaderthroughfixingpositiononcemore，baseitsplaceuponC

6、hangshacontinueitsbrandimageof”influenceHunan”，achieveeffectualpublishthroughall—roundwaymodes，setupXiaoxiangMorningHerakfsUSPtoincreaseitsadvertisingincomesAfterthatraiseaissueoftridimensionalbrandmarketingpointouttheim

7、portanceofbulidingupreaderdatabaseofXiaoxiangMorningHeraldandreintegratesocialresources，tocoordinatewithpublishandadvertiseInconclusionthearticlegeneralisetheimportanceofintegratedmarketinganalysisinXiaoxiangMorningHeral

8、d，pointsoutrevelationsfromothernewspapersalsotherevelationsfromXiaoxiangMorningHeraldtoothernewspapersThearticleusedthequalitativeanalysisandquantitativeanalysistoanalyzecomprehensivelytheintegratedmarketingoftheXiaoxian

9、gMorningHeraldInthequalitativeanalysis，communicationmediamanagement，marketingmediamarketingetcanddatapublishedbyXiaoxiangMorningHerald，alsosomeimportantprincipalstalkrecordsalequotedQuantitativeanalysisanalysisthenmainly