我国报纸竞争仍然在同质化竞争中徘徊,几乎所有的报纸营销模式仍停留在传统营销竞争层面,很难使报纸形成持久、独特、核心的优势竞争力。随着市场供求关系变化和信息多元化,由信息接受者驱动的整合营销传播正取代传统的传播方式,为报纸营销注入新的活力。 The newspaper competition in our country is still hovering in the homogenization competition. Almost all the newspaper marketing modes are still at the level of traditional marketing competition. It is hard to make the newspaper form a lasting, unique and core competitive advantage. With the change of market supply and demand and the diversification of information, the integrated marketing communication driven by the receiver of information is replacing the traditional mode of communication and injects new vitality into newspaper marketing.