本文選題：傳統(tǒng)紙媒電商 + 受眾轉(zhuǎn)化　； 參考：《山東師范大學(xué)》2017年碩士論文

【摘要】：隨著新媒體的發(fā)展,傳統(tǒng)紙媒不斷受到新媒體的沖擊,面臨著發(fā)行量與廣告量持續(xù)下降的困境。傳統(tǒng)紙媒的生存空間不斷被擠壓,如果不順應(yīng)時(shí)代改變,借力轉(zhuǎn)型,道路會(huì)越走越艱難,這促使傳統(tǒng)紙媒的經(jīng)營方式發(fā)生改變,挑戰(zhàn)與機(jī)遇并存。在這樣的時(shí)代背景下,傳統(tǒng)紙媒借力其多年積累的良好公信力、大量且忠實(shí)的讀者以及強(qiáng)大的影響力,試水電商行業(yè)。這一嘗試盡管會(huì)面臨很多困難,但是不失為一條有良好發(fā)展前景的轉(zhuǎn)型之路�；诖吮尘�,本研究將文獻(xiàn)資料法與案例分析法相結(jié)合,選擇較為典型的傳統(tǒng)紙媒電商實(shí)踐案例進(jìn)行研究,分析各自特征,把握它們的發(fā)展脈絡(luò),探索發(fā)展困境,并從實(shí)踐的角度,對(duì)傳統(tǒng)紙媒電商今后的發(fā)展提出對(duì)策。本研究分為六部分:第一部分:緒論。首先介紹傳統(tǒng)紙媒目前所面臨的發(fā)展困境,提出傳統(tǒng)紙媒進(jìn)行電商實(shí)踐是一條可行之路,說明研究背景與意義。其次對(duì)研究對(duì)象進(jìn)行界定,梳理分析以往的研究成果。最后說明研究?jī)?nèi)容與研究方法。第二部分:傳統(tǒng)紙媒電商實(shí)踐的迫切性。傳統(tǒng)紙媒遭遇發(fā)展“寒冬”,在“互聯(lián)網(wǎng)+”計(jì)劃順利實(shí)施的時(shí)代背景下,電商行業(yè)發(fā)展迅猛。傳統(tǒng)紙媒應(yīng)當(dāng)抓住時(shí)代的發(fā)展機(jī)遇,順勢(shì)而為,這不僅是行業(yè)的發(fā)展要求,更是時(shí)代的發(fā)展要求。第三部分:傳統(tǒng)紙媒電商實(shí)踐的必然性。本部分從傳播學(xué)視角與營銷學(xué)視角進(jìn)行分析,根據(jù)媒介變形理論,依據(jù)信源的可信度、精確的受眾定位、良好的銷售渠道、現(xiàn)有資源降低成本等傳統(tǒng)紙媒電商實(shí)踐的優(yōu)勢(shì)所在,肯定了傳統(tǒng)紙媒電商實(shí)踐良好的發(fā)展基礎(chǔ)。第四部分:傳統(tǒng)紙媒電商實(shí)踐路徑分析。傳統(tǒng)紙媒電商實(shí)踐現(xiàn)有的四種模式:引流導(dǎo)購型、平臺(tái)型、移動(dòng)電商型、社會(huì)化電商型。首先四種模式進(jìn)行概括分析,提出其發(fā)展遲緩的癥結(jié)以及發(fā)展過程中存在的問題,分別是:市場(chǎng)驅(qū)動(dòng)消耗品牌價(jià)值、平臺(tái)信息空間不足、傳統(tǒng)紙媒自身的體制固化。第五部分:傳統(tǒng)紙媒電商實(shí)踐戰(zhàn)略部署。針對(duì)傳統(tǒng)紙媒電商實(shí)踐現(xiàn)存的問題,從實(shí)踐的角度出發(fā),提出解決對(duì)策,那就是需要深耕母體領(lǐng)域、兼具媒體與電商雙重思維、改變組織構(gòu)架。第六部分:結(jié)語。對(duì)全文進(jìn)行總結(jié),指出研究存在的不足,并對(duì)傳統(tǒng)紙媒電商的未來發(fā)展做出展望。
[Abstract]:With the development of new media, traditional paper media are constantly impacted by new media, and they are faced with the dilemma of decreasing circulation and advertising.The living space of traditional paper media is constantly squeezed. If we do not adapt to the change of the times and take advantage of the transformation, the road will become more and more difficult, which will lead to the change of the management mode of traditional paper media, and the coexistence of challenges and opportunities.Under the background of this era, traditional paper media take advantage of its good credibility accumulated over the years, a large number of loyal readers and strong influence to test the water commerce industry.Although this attempt will face many difficulties, it is a promising transition path.Based on this background, this study combines the literature method with the case analysis method, selects the more typical traditional paper media e-commerce practice case to study, analyzes their respective characteristics, grasps their development vein, and explores the development predicament.And from the point of view of practice, the paper puts forward the countermeasures for the future development of traditional paper media e-commerce.This research is divided into six parts: the first part: introduction.This paper first introduces the development dilemma of traditional paper media, and points out that it is a feasible way for traditional paper media to carry out e-commerce practice, and explains the research background and significance.Secondly, the research object is defined and the previous research results are analyzed.Finally, the research contents and methods are explained.The second part: the urgency of the traditional paper media e-commerce practice.Under the background of the "Internet" project being carried out smoothly, the e-commerce industry is developing rapidly.Traditional paper media should seize the development opportunity of the times and conform to the trend, which is not only the development requirement of the industry, but also the development requirement of the times.The third part: the inevitability of the traditional paper medium e-commerce practice.This part analyzes from the perspective of communication and marketing, according to the theory of media deformation, according to the credibility of information sources, accurate audience positioning, good sales channels, existing resources to reduce costs and other advantages of traditional paper media e-commerce practice.The good development foundation of the traditional paper medium e-commerce practice is affirmed.The fourth part: the traditional paper medium e-commerce practice path analysis.Traditional paper medium e-commerce practices the existing four models: drainage, platform, mobile, social e-commerce.Firstly, four models are analyzed, and the problems in the process of development are put forward. They are: market drive consumes brand value, the information space of platform is insufficient, and the system of traditional paper media is solidified.The fifth part: the traditional paper media e-commerce practice strategic deployment.In view of the existing problems in the practice of traditional paper media e-commerce, this paper puts forward some countermeasures from the point of view of practice, that is, the need for deep cultivation of the field of mother body, the dual thinking of both media and e-commerce, and the change of organizational structure.Part VI: conclusion.This paper summarizes the paper, points out the shortcomings of the research, and makes a prospect for the future development of traditional paper media e-commerce.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G219.2-F

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