市场细分理论在地市级报业集团营销创新中的应用  

The Application of Market Segmentation Theory in the Marketing Innovation of Prefectural-Level Press Group

作　　者：季忠和 JI Zhonghe(Wenzhou Daily Media,Wenzhou 325000,China)

机构地区：[1]温州日报,浙江温州325000

出　　处：《商业观察》2023年第27期50-53,共4页BUSINESS OBSERVATION

摘　　要：随着新媒体时代的到来,当前媒体行业的发展处于开放且多元化的市场环境之中,然而,作为传统媒体之一的地市级报业媒体,要想在自身转型升级的过程中把握住发展的先机,同时获取更大的经济效益,就必须整合自身的优势及特点。从内容选择、传播渠道以及传统观念等方面进行革新,关注媒体用户的真切需求,遵循媒体行业细分化、垂直化的发展趋势,开发科学且高效的营销策略。基于此,文章主要在分析了地市级报业媒体的特征及其垂直细化发展优势的基础之上,提出了目前地市级报业集团发展中所面临的现状与问题,并以市场细分理论为支撑,为我国地市级报业媒体的更好发展提供了市场营销策略的有益支持,以期为我国地市级报业集团的转型提供更好的路径。With the arrival of the new media era,the development of the current media industry is in an open and diversified market environment.However,as one of the traditional media,the prefectural-level press media shall grasp the opportunity of development in the process of self-transformation and upgrading.It is necessary to integrate its own advantages and characteristics,innovate the methods from the content selection,communication channels,traditional concepts and other aspects,in order to obtain greater economic benefits.It should pay attention to the real needs of media users,follow the media industry development trend of verticalization and demassfication and develop scientific and efficient marketing strategies.Based on that,this paper mainly analyzes the characteristics of the prefectural-level press media and its development advantages of vertical segmentation,puts forward the current situation and problems of the development of the prefectural-level press group.And with the support of market segmentation theory,it can provide the beneficial support of marketing strategy for the better development of prefectural-level press medias in China,to provide a better path for the transformation and upgrading of prefectural-level press groups in China.

关 键 词：地市级报业集团 市场细分理论 市场营销 

分 类 号：F273[经济管理—企业管理] G219.27[经济管理—国民经济]