摘要
随着《文化振兴产业规划》的出台,文化产业振兴己上升为国家战略,这必将
使中国媒体的价值观、开放程度、思想得到进一步实现和解放;同时也给传媒行业
带来前所未有的机遇和挑战;尤其是报纸媒体的生存和发展更是遇到了严峻的挑
战。
目前,报纸的发行量、广告收入均呈现出普遍下滑趋势,作为区域性的主流平
面纸媒体一SD集团也不例外。本文从报纸的编釆、发行、广告、印刷四个轮子中的
一个轮子——发行入手,专题研究SD集团发行市场的营销策略。通过对主要竞争
者:《沈阳日报》、《沈阳晚报》、《辽宁日报》、《辽沈晚报》、《华商晨报》
的发行结构、市场占有份额、市场占有率及优劣势的分析,如何才能使《沈阳日报》
和《沈阳晚报》保持持续的竞争优势;最大限度保持两报读者的忠诚度,如何选择
发行市场的营销策略至关重要。用科特勒的话说就是“如果公司生产出适当的产品,
定出适当的价格,利用适当的分销渠道,并辅之以适当的促销活动,那么该公司就
会获得成功”(科特勒,2001)。所以市场营销活动的核心就在于制定并实施有效
的市场营销组合策略。
本文通过对SD集团的历史沿革及内涵的描述,分析了 SD集团所处的微观、宏
观环境,利用SWOT分析工具对SD集团所面临的优势、劣势、机会和威胁进行了深
入的分析,通过对SD集团发行的市场细分、市场定位和目标选择,分析得出SD集
团发行的品牌、服务、渠道、促销营销策略组合的选择,进而提出了 SD集团发行
营销策略实施的组织保障措施。
由于SD集团处在计划与市场的转型期,使得《沈阳日报》和《沈阳晚报》的
市场定位模糊,固守产品理念和销售理念,缺乏营销理念。《沈阳日报》主要靠行
政手段征订,《沈阳晚报》主要靠价格手段促销。编采、广告、发行各自为政,缺
乏对产品、价格、渠道、促销的有机结合,进而导致发行市场营销策略的选择只能
是问题导向和机会导向,从而使发行量和广告收入缺乏稳定性、可持续增长性。这
是导致企业业绩下滑的根本原因之一。
关键词:报刊发行发行市场营销策略
ABSTRACT
As the publication of culture industry rejuvenation plan,cultural industry
rejuvenation has been highly regarded as national strategy, which will make Chinese
media values further realized, thoughts further liberated,opening further strengthened.
And it also brings unprecedented opportunities and challenges to the media industry. The
news media competition,especially the newspaper media encounters severe challenges.
Nowadays, the newspaper advertising revenue and distribution tends to decline, as a
regional top paper media — SD group is not an exception. This article will focus on the
distribution problem which is one of the four wheels of newspaper, which are editing
and interviewing,distributing,advertising and printing problems. Based on the analysis
of newspapers in Shenyang now,the market main rivals, Shenyang Journal,
Shenyang Evening, Liaoning journal, Liaoshen Evening, and Huashang Morning,we
come to know how to keep the top place for Shenyang Evening and Liaoshen Evening
according to their distribution structure,market share ,market coverage and advantages
and disadvantages. Market competition strategy will be the key to keep readers' loyalty to
the maximum extent.
The newspaper as a kind of special merchandise, its marketing strategy choice has
particularity and universality, with Keteler's words,if the company produce
appropriate products, set the appropriate price, using appropriate distribution channel,
and supplemented by the appropriate promotion activities, so the company will achieve
success (Keteler,2001). So the core of marketing activities is to. develop and implement
effective marketing combination.
This article finds out the existing marketing strategy existing problem and reasons
through SD group history description and the analysis of its internal and external
environment. It uses 4 PS marketing theory, 4 CS theory to analyze SD group marketing
strategy. The SD group is now at the stage of planning and market transformation,
which makes Shenyang daily and Shenyang Evening News market positioning fuzzy
and keep its product concept and marketing concept. It is lack of marketing concept.
The Shenyang Daily depends mainly on administrative means to promote, the Shenyang
Evening News,mainly by means of price promotion. Editing,advertising, promotion are
separated into different parts, lack of organical combination of product, price, channel,
promotion, which led to the circulation marketing strategy choice is only problem
orientation and the chance guidance, so that the circulation and advertising revenue are
lack of stability and sustainability. This is the leading cause for enterprise poor
performance.
By using 4 PS, 4 CS marketing theory tools,the thesis analyzes SD group's issue of
the brand, service, channel, and promotion marketing strategy and puts forward the SD
group distribution marketing strategy implementation and the organizational safeguard
measures.
KEY WORDS: Newspaper distribution Distribute market Marketing strategy