《海西晨报》发行营销策略的设计  

Strategy About“Morning News”Issued Hercynian Construction Marketing

作　　者：张涛[1] 

机构地区：[1]西安航空学院思政部,陕西西安710077

出　　处：《郑州航空工业管理学院学报》2015年第1期132-136,共5页Journal of Zhengzhou University of Aeronautics

摘　　要：从营销学看4C营销理论强调读者的中心地位,符合市场经济条件下报业经济发展的要求,4C营销理论对《海西晨报》社的发行营销策略具有重要的启发。具体来讲,可以从生产读者欲求的报纸产品、降低读者满足阅读和购买需求的成本、提高读者阅读和购买报纸的方便程度和与读者加强沟通等四个方面进行设计和构想。From the marketing 4C marketing theory emphasizes the central position of readers, to meet the re- quirements of the development of newspaper industry under the market economy condition, the 4C marketing theory to ＂Hercynian morning＂ agency distribution marketing strategy has important inspiration. Specifically, from the production of products, reduce the readers desire the newspaper readers meet the reading and de- mand for the purchase cost, improve reading and convenience of buying newspapers and strengthen communi- cation with readers in four aspects of design and conception, the author will combine their years in the media field work experience, combining theory with practice discussion.

关 键 词：4C理论 发行营销 报纸营销 《海西晨报》 

分 类 号：G215[文化科学—新闻学]