《向导》周报出版营销特色探析  

A Discussion on Publishing and Marketing Features of The Guide Weekly

作　　者：陈矩弘[1] 卢威瀚 CHEN Juhong;LU Weihan(School of Humanities,Arts and Digital Media,Hangzhou Dianzi University,Hangzhou Zhejiang 310018,China;School of Law,Hangzhou Dianzi University,Hangzhou Zhejiang 310018,China)

机构地区：[1]杭州电子科技大学人文艺术与数字媒体学院,浙江杭州310018 [2]杭州电子科技大学法学院,浙江杭州310018

出　　处：《杭州电子科技大学学报（社会科学版）》2023年第2期68-72,78,共6页Journal of Hangzhou Dianzi University：Social Sciences

基　　金：国家社会科学基金项目(16BDJ048)。

摘　　要：从报刊出版发行的视角,运用现代市场营销中的4C理论分析了《向导》周报在出版营销方面的特色:一是办报宗旨和内容顺应时代呼声和读者的诉求;二是根据受众对象实施低价促销策略和折扣优惠政策;三是充分依托邮局和书店,加强发行网点的建设;四是重视编辑与读者之间的沟通和交流。《向导》周报是中共早期革命家办报办刊的光辉典范,其以“人民为中心”的办报理念为当下报刊出版发行工作树立了标杆。From the perspective of publishing and distribution of newspapers and periodicals,this paper analyzes the features of The Guide Weekly in its publishing and marketing by using the 4C marketing theory:1)the purpose and content of it conform to the demands of readers and times;2)it implements the low price promotion strategies and the discount preferential policies according to the readers;3)it fully relies on the post office and bookstores to strengthen the construction of distribution network;4)it pays attention to the communication between editors and readers.The Guide Weekly is a glorious example of the early revolutionaries of the Communist Party of China running newspapers and periodicals.Its people-centered concept of running newspapers and periodicals has set a benchmark for the current work of publishing and distribution of newspapers and periodicals.

关 键 词：《向导》周报 出版发行 4C理论 营销策略 

分 类 号：G235[文化科学]