哈尔滨日报报业集团广告发展策略研究-工商管理专业论文.docxVIP

Classified index: F270.7 U.D.C: 338.242 A Dissertation for the Degree of EMBA STUDY ON ADVERTISEMENT DEVELOPMENT STRATEGIES IN HARBIN DAILY NEWSPAPER GROUP Candidate: Shan Xiaoguang Supervisor Prof. Yu Bo Academic Degree Applied for: EMBA Affiliation: Harbin Daily Newspaper Group Date of Defense: March, 2005 Degree-Offering-Institution: Harbin Institute of Technology 哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 - - I - 摘 要 广告经营已经成为媒体的经济命脉。从 2001 至 2004 年的四年间，哈报 集团广告实现了多年以来少有的高速发展，2001 年实现 1.8 亿元，2004 年达 到 3.1 亿元，这一快速发展的势头已经引起中国报业的普遍关注。哈报集团 形成了独具特色的广告经营战略。 向营销要效益、向管理要效益和一切从市场出发，变中求进的经营思路 是哈报集团广告经营的法宝，这些法宝对所有媒体广告经营是一种启迪，也 是一种财富。在全球经济一体化和资讯传播国际化的大传媒格局下，中国内 地媒体市场在新的形势下进行了重新洗牌，国际上对拥有 13 亿消费人口的中 国媒体市场空前关注，近年媒体大量增多，以网络为代表的新媒体如火如荼， 这些都对报纸广告经营提出了新的挑战。如何在迅速发展的今天着手研究哈 报集团广告经营的明天，这就是写作这篇论文的初衷。 本论文用事实分析与理论分析相结合、历史分析与逻辑分析相结合的方 法，结合哈尔滨日报报业集团广告经营战略这个典型案例，从市场营销、管 理经济学和人力资源管理等方面总结经验，研究问题，提出具有指导意义的 对策。 关键词 广告；纸质媒体；广告代理制 - - II - Abstract Advertisement management has become the economic lifeline of media. Harbin daily Newspaper Group, during the period of 2001-2004, has achieved the peak developing speed of many years: with ￥180 million in 2001 and ￥310 million in 2004, which has attracted much attention from newspaper business in China, thanks to the unique strategy system of advertisement management. Promoting benefits through bettering marketing and administration, and advancing by innovating based on market are approaches adopted by Harbin Daily Newspaper Group. These approaches provide not only guidance, but fortune, to media management business. In the new media framework of globalization of economy and information, the media market in China’s mainland has undergone reorganization. The world has paid unprecedented attention to the Chinese media market that has a population of 1.3 billion as consumers. The recent fast development of media in number and in form gives a challenge to newspaper advertisement management. The intention of this paper is aimed to shed some light on t