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。
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.
出处
《浙江工商职业技术学院学报》
2011年第2期12-15,共4页
Journal of Zhejiang Business Technology Institute
关键词
整合营销
联合运营协议
整合报纸
广告价值
integrated marketing
joint operating agreement
total newspaper
advertising value
