广东报业广告经营的突出问题与应对思路  

Advertising in Guangdong Newspapers:Serious Problems and Possible Resolution

作　　者：李明伟[1] 

机构地区：[1]深圳大学传媒与文化发展研究中心,广东深圳518060

出　　处：《深圳大学学报（人文社会科学版）》2011年第3期139-146,共8页Journal of Shenzhen University：Humanities & Social Sciences

基　　金：广东省普通高校人文社会科学重点研究基地创新团队项目(项目编号:07JDTDXM86002)

摘　　要：在当前媒介变革的时代大潮和全球报业危机的大背景中,广东报业广告经营已然告别近20年的突飞猛进,渐露捉襟见肘之象:经营额增速放缓,竞争同质化严重,广告集中度过高,跨地区经营遭遇广告与发行倒挂,新媒体经营又迟迟不见起色。为扭转颓势,广东报业必须大力优化广告经营结构以提高抗风险能力;全面升级整合营销服务,进一步提高广告市场竞争力;逐步探索跨地区扩张的新模式;以转企改制为契机,尝试广告经营环节的融资上市和激励机制;抓住三网融合的政策机遇,借壳广电抢攻新媒体广告市场。Against a background of fierce media industry transformation and the newspaper crisis on a global scale,aggressive growth in the advertising business of Guangdong newspapers has come to a grinding halt.More and more serious problems are looming,such as the tapering off of advertising revenue growth,inadequate diversification of revenue base,large circulation uncoupled with proportionate advertising revenue in cross-region business,lackluster advertising revenue from new media markets.To reverse this decline,Guangdong newspapers should optimize the structure of advertising revenue,comprehensively upgrade and integrate marketing services,seize opportunities provided by enterprise restructuring to revamp advertising financing and incentives mechanism,and exploit the benefits provided by the tri-networks integration in new media market expansion via the radio and television network.

关 键 词：广告经营 整合营销 广告集中度 跨地区经营 三网融合 

分 类 号：G216.2[文化科学—新闻学]