欠发达地区都市类报纸广告市场培育与开拓探析  

Advertising Market's Cultivating and Opening of City Newspaper in Less Developed Western Regions

作　　者：王为群[1] 樊亚平[2] 

机构地区：[1]兰州交通大学中文系,甘肃兰州730070 [2]兰州大学新闻与传播学院,甘肃兰州730000

出　　处：《兰州交通大学学报》2006年第5期106-108,共3页Journal of Lanzhou Jiaotong University

基　　金：2005年甘肃社科规划项目<甘肃报业市场培育与开拓和集团化健康运作对策研究>资助成果

摘　　要：西部欠发达地区报纸的生存竞争与发达地区一样正变得日益激烈。在这种生存竞争中,广告市场是决胜的最重要战场之一,因此培育和开拓广告市场就成为竞争取胜的重要砝码。本文特选择《西部商报》为个案,通过对其广告市场及其培育的现状、问题与对策的研究,试图为西北欠发达地区都市类报纸广告市场培育与开拓提供一定启示。The survival competition of newspapers in the less developed western region is becoming increasingly fierce as the one in the developed area. In this survival competition, the advertising market is the decisive one of the most important factors. Therefore, to develop and exploit the advertising market has become an important chip to win the competition. In this paper, the ＂Western Business Daily＂ is chosen as a case to study the advertising market through its status, problems and countermeasures, in an attempt to enlighten the advertising market＇s cultivating and opening of city newspaper in less developed northwestern regions.

关 键 词：西北欠发达地区 《西部商报》 广告市场 培育与开拓 

分 类 号：G210[文化科学—新闻学]