摘要

随着通信技术的飞速发展、第三代移动通信网络(3G)建设的深入,移动互联网时

代已经到来。在广大农村区域,手机己经成为农民获取信息的重要渠道。手机报是依托

手机媒体而产生的新闻播报方式,正在农村新闻传媒领域起到举足轻重的作用。

三峡手机报(惠农版)自2011年创刊以来,以其准确的市场定位、独特的信息资

源、丰富的互动模式、有力的市场营销,一度取得了良好的发展,得到社会各界的广泛

认同。但是,当前手机报主要依靠运营商运用自身资源推动发展,内容同质性强,相对

单一的营销模式,单一的营销途径,己经显露出弊端,大量的用户被“圈进来”和被“绑

进来”随后又流失去出,这对手机报的长期健康运营带来十分不利的影响,其营销策略

的创新势在必行。

笔者以宜昌农业信息服务发展为背景,以3G时代的三峡手机报(惠农版)营销策

略为选题,尝试对其在发展中遇到的问题进行系统研究,通过大量的实际数据来剖析其

在产品、价格、渠道、促销方面存在的问题,以期找到业务发展瓶颈的成因。从而进一

步结合3G时代手机报需求与供给之间的关系特征,从营销学的角度,对三峡手机报(惠

农版)内外部环境进行研究分析,尝试性提出了:进一步进行市场细分,有针对性提出:

推出产品组合、优化价格体系、拓宽营销渠道、组合促销手段等营销策略,并围绕相关

策略提出保障措施,以此构筑形成一个较为完整的三峡手机报(惠农版)创新发展的体

系,进而对其他类型的手机报的良性发展起到借鉴和促进作用。

论文主要框架为:第一部分主要阐述了本文研究的目的、意义、方法以及可能的技

术手段;第二部分系统分析了三峡手机报(惠农版)运营特点以及现有的营销策略;第

三部分对手机报的内外部环境、竞争环境进行分析;第四部分结合宜昌农村人口情况进

行市场细分,并选择目标市场;第五部分结合前期营销存在的问题,针对相应的细分市

场提出三峡手机报(惠农版)营销的改进策略。第六部分从组织、服务、人员、系统等

方面提出了相应的保障措施。

关键词:宜昌;手机报;惠农;营销策略

THE STUDY ING OF SANXIA MOB ILE NEWSPAPER (BENEFIT FARMERS)

MARKETING STRATEGY

ABSTRACT

The era of mobile internet comes by continually constructing of the 3G network and the

fast development of the communication technique. In the rural areas, the mobile phone

already be one of the most dependable communication tools for the farmers. Mobile

newspaper is one of the media broadcasting method depending on the mobile media, now

plays an important role in the news media.

Sanxia mobile newspaper (benefit farmers) has get broadly social acquirement and good

market vision by it's adequately market location decision, special information source,

multi-type of human-to-machine interactivity. There still leave a problem for it's development

that the promotion of it is just by operator itself, such caused the content shape to be similar

for different operators and the promotion method to be simple, and the people who already be

persuade to be the user lost in the market consequently. Such mentioned us that we need to

change the mobile news paper operating strategy.

Based on the information service development in Yichang rural area, the article chooses

the mobile news paper marketing strategy to make systematic study on the problem appeared

in the mobile news paper development. In order to find the method to solve the threshold of

the market developing, the article analyses large amount of data of product, price, promotion

and marketing network, same while combine the opportunity and characteristic of the

relationship between requirement and supply, finally get the result that the only strategy to

solve the problem is market segmentation, and the method to do it would be product

combining, price refining system, marketing distribution widening, combinational promotion.

The article also gives the vision for its future development , from the sight of innovation

adapting to the changing of technique and market, consequently constructing a complete

developing system for mobile news paper and to have the function to direct other area's

mobile news paper business development.

The article structure is as the following:

1st part gives out the aim, meaning, method and possible techniques for the topic;

2nd part analyzed operating characteristic and existing marketing strategy of Sanxia

mobile newspaper^benefit farmer systematically;

3rd part analyzed the existing inner and outer competition environment of mobile

newspaper

th
4 part make market segmentation according to the population distribution to assuring

the target market.

5th part provides developed strategy according to the existing problem in the previous

selling of the related market segment.

6th part gives developing vision of technique and business mode of the mobile phone

newspaper form the point of view of self-innovation.

Keywords: Yichang; mobile newspaper;benefit farmers; marketing strategy

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