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YW文化集团报刊业务营销战略研究_MBA毕业论文DOC

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文本描述
河北地质大学硕士学位论文
Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Management
Research on Marketing Strategy of Newspaper Business of YW
Culture Group
by
Ma Dan
Supervisor: Prof. Ge Yonghong
Associate Supervisor: Zhao Zhenbing
Month Year
December2021
I

河北地质大学硕士学位论文
摘要
随着国家科学技术水平、科技研发能力的提升,中共中央政治局提出实施国家大
数据战略,要求加快完善数字基础设施,推进数据资源整合和开放共享,保障数据安
全,加快建设数字中国,更好服务我国经济社会发展和人民生活改善。近年来,互联
网技术迅速发展,5G信息时代到来,以数字技术为基础的全媒体传播使得众多纸媒
企业在媒介份额中的占比逐渐缩小,纸媒企业面临转型危机。
本文以 YW文化集团下属中小型国有文化企业少年智力开发报为研究对象,研究
该报刊在当前经济背景下的营销战略的制定和实施策略。通过分析 YW文化集团报刊
业务(少年智力开发报)营销战略现状,发现其在营销战略方面存在的问题包括:尚
未健全营销战略体系、尚未运营多媒体数字报、尚未开发智数化产品、尚未开展电子
商务营销、尚未关注营销品牌价值等。分别从 YW文化集团报刊业务的外部环境和内
部条件两方面着手,运用外部和内部要素评价矩阵,得出少年智力开发报适应外部环
境变化的能力以及运用内部条件发挥优势、克服劣势的能力。之后运用 SWOT矩阵和
定量战略规划矩阵(QSPM)确定出 YW文化集团报刊业务的具体营销战略为:先通
过小学生群体的目标市场定位,进一步确定开发多功能智数化的新产品定位、线下与
线上互补融合的营销渠道定位、网络化全媒体营销传播定位。在此基础上,为少年智
力开发报提出战略实施的具体策略。即在原有市场的基础上继续细分市场,目标市场
定位在小学生群体,以五年级以下学生为主。开发多功能智数化的新产品定位以研发
智能化、数字化产品为主。出版多媒体数字报与升级后的纸质报纸互为补充。加大线
下渠道合作,扩宽产品覆盖范围。开通线上营销渠道,入驻京东、当当网等平台,扩
大直营电商门户,面向更多的个人消费者。通过网站、新媒体和社交自媒体进行营销
传播。确立有趣健康节能的营销品牌定位,为新产品创建 Funny seed品牌名称。
中小企业是国民经济发展不可缺少的力量之一。我国经济发展速度放缓后,进入
高质量发展阶段,各产业升级发展,中小企业为获得持续经营能力也在转型发展之列。
文化强国战略是为国内现阶段社会主要矛盾而生,文化自信离不开教育教学。本文从
小处着手,以教育教辅行业少年智力开发报这一国有中小型纸媒企业为研究对象,制
定其适应社会发展需要的营销战略和与之匹配的实施策略,旨在为同类型企业转型发
展提供参考。
关键词:纸媒企业 营销战略 营销策略 战略管理
I

YW文化集团报刊业务营销战略研究
Abstract
With the improvement of national science and technology level and R&D capability,
the Political Bureau of the CPC Central Committee proposed to implement the national big
data strategy, which called for speeding up the improvement of digital infrastructure,
promoting the integration and open sharing of data resources, ensuring data security,
speeding up the construction of digital China, and better serving China's economic and
social development and the improvement of people's lives. In recent years, with the rapid
development of Internet technology and the arrival of 5G information era, the all-media
communication based on digital technology has gradually reduced the proportion of many
paper media enterprises in the media share, and paper media enterprises are facing a crisis
of transformation.
In this paper, the junior intelligence development newspaper, a small and
medium-sized state-owned cultural enterprise affiliated to YW Culture Group, is taken as
the research object to study the formulation and implementation strategy of the marketing
strategy of this newspaper under the current economic background. By analyzing the
current marketing strategy of YW Culture Group's newspaper business (Youth Intelligence
Development Newspaper), it is found that the existing problems in marketing strategy
include: the marketing strategy system has not been perfected, multimedia digital
newspapers have not been used, intelligent digital products have not been developed,
e-commerce marketing has not been carried out, and the brand value of marketing has not
been paid attention to. Starting from the external environment and internal conditions of
YW Culture Group's newspaper business, using the external and internal factor evaluation
matrix, this paper obtains the ability of juvenile intelligence development newspaper to
adapt to changes in the external environment, and the ability to use internal conditions to
exert advantages and overcome disadvantages. Then, using SWOT matrix and quantitative
strategic planning matrix (QSPM), the specific marketing strategy of YW Culture Group's
newspaper business is determined as follows: firstly, through the target market positioning,
further determine the positioning of developing multifunctional and intellectualized new
products, the marketing channel positioning of offline and online complementary
integration, and the positioning of networked all-media marketing communication.On this
basis, this paper puts forward specific strategies for the implementation of the strategy for
juvenile intelligence development newspaper. That is to say, we should continue to
。。。以下略