重庆理工大学
学位论文原创性声明
本人郑重声明：所呈交的学位论文是本人在导师的指导下，独立进行研究所取
得的成果。除文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体
已经发表或撰写的成果、作品。对本文的研究做出重要贡献的集体和个人，均已在
文中以明确方式标明。
本人承担本声明的法律后果。
作者签名：
日期：
年
月
日
学位论文使用授权声明
本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留
并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本
人授权重庆理工大学可以将本学位论文的全部或部分内容编入有关数据库进行检
索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。
本学位论文属于（请在以下相应方框内打“√”）：
1.保密?，在
2.不保密 ?。
年解密后适用本授权书。
作者签名：
日期：
日期：
年
月
日
导师签名：
年月
日

摘要
摘要
互联网的发展和信息技术的更新迭代改变着信息的生产方式、传播方式，也影响
着受众获取信息的方式。当前，新的媒介形态层出不穷，短新闻、视频新闻、图片新
闻等信息呈现形式备受大众青睐，相比报纸和新闻客户端，大众更倾向于在今日头条、
抖音等信息聚合类平台上获取新闻信息。传媒格局的变化导致了传统媒体受众缺失，
广告份额减少、人才外流，其发展状况不容乐观。
A传媒公司是重庆市一家传统的主流报纸媒体，它早在 2015年就开始了媒介融
合之路，其标志就是 SY新闻客户端的上线，此客户端也是西部地区率先上线的首个
综合类新闻客户端。新闻单位的受众数量决定公司的广告价值，公司收益又会影响公
司发展战略。因而，本文基于用户需求，研究如何优化 A传媒公司的营销策略，进而
获取更多、更稳定的受众，提升品牌影响力。
本文主要运用SWOT方法分析A传媒公司当前发展战略的优劣势、机会和威胁，
进而运用 4C理论分析 A传媒公司生产的新闻产品与受众需求不匹配等营销问题及
可能原因，以便为 A传媒公司优化目前的营销策略提供建议。研究结果显示，A传媒
公司目前尚未完全转化思维，依然保留着传统的“报纸思维”，缺乏对受众需求的分析，
缺乏与受众的互动。因此，A传媒公司未来应该精准定位用户需求，从新闻内容、新
闻呈现形式以及新闻推动渠道等多方面入手，为受众提供更对“胃口”的新闻产品。同
时，还要从多渠道入手，增强与用户的沟通互动，包括地推活动、开展行业内部评选
等。此外，A传媒公司还需要从技术建设及人才管理两方面着手，为公司发展注入强
大的持续动力。本文对处于媒介融合阶段的 A传媒公司开展的研究不仅有利于 A传
媒公司自身的后续发展，也可为同类型的媒体单位提供一定参考，提高其媒介融合能
力。
关键词：媒介融合；A传媒公司；营销策略；4C；SWOT分析法
I

Abstract
Abstract
The development of the Internet and the update and iteration of information technology
are changing the way of information production and dissemination, and also affecting the
way audiences get information. At present, new media forms emerge in an endless stream.
Short news, video news, picture news and other forms of information presentation are
favored by the public. Compared with newspapers and news clients, the public are more
inclined to obtain news information on information aggregation platforms such as Toutiao
and Douyin. The change of media pattern leads to the lack of audience of traditional media,
the decrease of advertising share and the outflow of talents, and its development is not
optimistic.
A Media Company is A traditional mainstream newspaper media in Chongqing. It
started the road of media convergence as early as 2015, marked by the launch of SY News
client, which is also the first comprehensive news client to be launched in western China.
The number of news organizations determines the advertising value of the company, and the
company's income will affect the company's development strategy. Therefore, this paper
studies how to optimize the marketing strategy of A Media Company based on the needs of
users, so as to enable it to obtain more and more stable audiences and enhance brand
influence.
This paper mainly uses 4C theory to analyze the reasons why the news products
produced by MEDIA Company A do not match the needs of the audience. SWOT analysis
method is used to analyze the advantages and disadvantages, opportunities and threats of the
company's current strategic development, so as to help MEDIA Company A develop its
strengths and avoid its weaknesses and develop marketing strategies suitable for the current
development. After analysis, this paper holds that MEDIA Company A has not completely
changed its thinking and still retains the "newspaper thinking", which lacks the analysis of
audience needs and interaction with audience. Therefore, in terms of marketing strategy
optimization, MEDIA Company A should precisely position the needs of users and provide
news products for audiences from the aspects of news content, news presentation form and
news promotion channels. At the same time, we should enhance communication and
interaction with users through multiple channels, including ground promotion activities and
internal industry selection. In order to ensure the smooth progress of marketing strategy, this
III
。。。以下略