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鎵窞鍙戝竷鏂板獟浣撳鎴风濡備綍鍋氬ソ濯掍綋钀ラ攢

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鎵窞鍙戝竷鏂板獟浣撳鎴风濡備綍鍋氬ソ濯掍綋钀ラ攢
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銆€銆€鍏抽敭璇?   濯掍綋铻嶅悎锛屽弻閲嶅睘鎬э紝钀ラ攢绛栫暐锛屾壃宸炲彂甯冦€?br /> 銆€銆€
銆€銆€Abstract
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銆€銆€On December 28, 2015, Yangzhou Press Group's "Yangzhou Release" client was formally launched. This is the first new media client of Yangzhou Press Group. The "Yangzhou Release"client is a local and municipal newspaper media group under the new situation. In recent years,it has encountered new media clients launched under the winter of paper media. It is an important attempt for the media integration and transformation of the newspaper industry group. On the line for three years,the download volume reached 1.5 million,activating more than 1.2 million registered users.
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銆€銆€Yangzhou released as the forerunner of Yangzhou Newspaper Media Group to promote the transformation of the whole media strategy, conformed to the development trend of the media in the new era, actively built a new media matrix of the newspaper group, and achieved certain results through a series of market-oriented measures, but there are also some places. The common problems that the media generally have, such as propaganda discipline and institutional issues, havegreat demonstration and reference for the nationwide prefecture-level newspaper industry.
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銆€銆€Based on media integration, Yangzhou Newspaper Group pioneer Yangzhou released how to do a good job in media marketing, mainly using Yangzhou to release a new media client as a sample, focusing on how the new platform after transformation can better market through marketing strategies. How to stand firm in the local new media community. In the process of transformation,Yangzhou's release of the client requires a hand-practice to edit the main business and polish its own “signboard"; the other hand uses the credibility to integrate the marketing model to earn the brand dividend and feed the group.
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銆€銆€The basic content of the introduction chapter is the research background and significance of this article in the study of domestic and foreign research. The second part is the analysis of marketing strategy theory, including the analysis tools commonly used in current marketing strategies. The third chapter is mainly about the analysis of the status quo of the client in Yangzhou,including the development overview, problem analysis, etc., mainly to ask the question "what is."The fourth chapter mainly deals with the design and effect of client marketing strategy in Yangzhou and answers the question of “how”. The fifth chapter focuses on conclusions and conclusions,which is the overall review and induction of this paper.
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銆€銆€Key words:   media integration,dual attributes,marketing strategy,Yangzhou release銆?br /> 銆€銆€
銆€銆€绗竴绔?缁銆?br /> 銆€銆€
銆€銆€1.1 鐮旂┒鑳屾櫙涓庢剰涔夈€?br /> 銆€銆€
銆€銆€1.1.1 鐮旂┒鑳屾櫙涓庨棶棰樸€?br /> 銆€銆€
銆€銆€“濯掍綋铻嶅悎”锛?Media Convergence)杩欎竴鐞嗗康鏈€鏃╃敱缇庡浗椹惃璇稿宸炵悊宸ュぇ瀛︾爺绌跺鑰呮郸灏旀彁鍑猴紝“濯掍綋铻嶅悎”鍗冲獟浠嬫墦鐮翠簡杩囧幓鍗曚竴鐨勬ā寮忥紝寮€濮嬪悓鏃跺叿澶囧绉嶅獟浠嬪睘鎬с€傚湪杩欑妯″紡涓嬶紝鏂囧瓧銆佸浘鐗囥€佸0闊炽€佽棰戠瓑涓嶅啀鏄煇涓€绉嶇壒瀹氬獟浠嬬殑鍞竴灞炴€э紝濯掍粙褰兼灞炴€т箣闂寸殑杈圭晫寮€濮嬫ā绯娿€?br /> 銆€銆€
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