报业广告经营的竞争已经走过了产品竞争、价格竞争阶段,正在向服务竞争转型。服务竞争强调客户导向,对报业广告经营人才的能力提出了新的要求。在客户导向背景中,报业广告经营人才应着重培养精通采编的能力、宏观把握的能力、市场运作的能力,而这些能力的创新可以通过订单式培养、多渠道培训、多角色轮岗等措施来实现。 Newspaper advertising business competition has come through the product competition, price competition stage, is to service competition. Competition in services emphasizes customer orientation and puts forward new requirements on the ability of newspapers and advertising companies to manage their talents. In the customer-oriented background, newspaper advertising business people should focus on training ability to master editors, the ability to grasp the macro, the ability to market operations, and these capabilities can be innovative through order-based training, multi-channel training, multi-role rotation and other measures to fulfill.