平面媒体广告产业的发展思考  

Thoughts on the Development of Plane Media Advertising Industry

作　　者：石炳荣 

机构地区：[1]闽南日报社,福建漳州363000

出　　处：《漳州职业技术学院学报》2013年第3期54-59,共6页Journal of Zhangzhou Institute of Technology

摘　　要：平面媒体广告产业的发展要紧紧依托自身的优势,提高媒体的自身品质,增强平面媒体广告产业的竞争力。平面媒体在发展广告产业的同时,要重视版面的编排,注重协调好营利性广告内容与非营利性媒体专业内容的关系。平面媒体要跳出媒体管理经营的思维模式,充分发挥市场的杠杆作用,引进先进的企业管理理念和管理模式,并根据广告产业的特点,进行有效的广告营销。The development of media advertising industry must closely rely on their own advantages to improve the quality of media itself,and to enhance the competition capacity of plane media advertising industry.Meanwhile,with the development of the advertising industry,attention should be paid to the arrangement of layout,the coordination of good profit advertising content and non-profit media content. The plane media should jump out of the thinking mode of media management,give full play to the leverage of the market,introduce advanced enterprise management concept and management mode,and make effective advertising marketing according to the characteristics of advertising industry.

关 键 词：平面媒体 广告 发展 

分 类 号：F713.8[经济管理—广告]