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自上个世纪90年代中后期都市类报纸勃兴以来,活动策划成为报纸应对市场竞争的“常规武器”。在当前新媒体已实质影响报纸经营收益形势下,报纸活动策划不能再停留在社会单位办的活动前挂名、征集读者参与活动的浅表层面,还需要随社会传播生态变迁而不断创新,进一步提升报纸品牌和增加报纸经营收益。这就要求充分发挥纸媒的品牌优势和社会资源整合的纽带优势,为具有互补性的优势社会资源穿针引线,搭建平台,策划有创意、有实施操作性的活动,促成多方共赢。
Since the rise of urban newspapers in the mid and late 1990s, the planning of events has become the “conventional weapon” for newspapers to cope with market competition. Under the current situation that the new media has substantially affected the operating profit of newspapers, the planning of newspaper activities can no longer stand in front of the activities of social organizations, solicit the superficial level of readers’ participation in activities, and further innovate and further promote the dissemination of ecological changes along with the society Newspaper brand and increase newspaper operating income. This requires giving full play to the brand advantage of paper media and the advantages of social resource integration, and complementing the superiority of social resources with resources to build a platform for planning creative and operational activities to promote win-win results.