I传统纸媒的新媒体营销策略摘要新时期，伴随着网络以及数字化技术的发展，新媒体成为人们生活中不可或缺的部分。新媒体的发展前景巨大，相应的传统纸媒市场被抢占。基于传媒环境的变化，传统纸媒既要探索与新媒体和谐共生的道路，也要关注发展潜力巨大的新媒体营销，有意识地利用新媒体在自身营销上寻找机会。本文基于相关理论，立足于实践，分析传统纸媒面临挑战及原因，并通过传统纸媒的成功实践案例，对传统纸媒发展路径进行探讨，从中得到品牌纸媒的实践带给全国纸媒的启示，以期为相关管理者提供有价值的探讨。关键词：纸媒营销；新媒体；营销策略AbstractInthenewera,alongwiththedevelopmentofthenetworkanddigitaltechnology,newmediahasbecomeanindispensablepartofpeople'slives.Thedevelopmentprospectsofnewmediaarehuge,andthecorrespondingtraditionalpapermediamarketisbeingseized.Basedonthechangesinthemediaenvironment,traditionalpapermediashouldexploretheroadofharmonioussymbiosiswithnewmedia,aswellasnewmediamarketingwithgreatdevelopmentpotential,andconsciouslyusenewmediatofindopportunitiesintheirownmarketing.Basedonrelevanttheories,thispaperanalyzesthechallengesandreasonsoftraditionalpapermedia,andexploresthedevelopmentpathoftraditionalpapermediathroughthesuccessfulpracticecasesoftraditionalpapermedia,andderivestheenlightenmentfromthepracticeofbrandpapermediatothenationalpapermedia.Managersprovidevaluableinsights.Keywords:papermediamarketing;newmedia;marketingstrategy目录摘要....................................................................................................................IAbstract................................................................................................................I引言.....................................................................................................................1一、相关理论研究.............................................................................................1（一）新媒体概念界定..............................................................................1（二）国内外研究现状..............................................................................21.国外研究现状....................................................................................22.国内研究现状....................................................................................3二、传统纸媒面临挑战及原因分析.................................................................4（二）传统纸媒面临的挑战......................................................................5（三）传统纸媒深陷困境的原因..............................................................6三、案例分析：传统纸媒的成功实践.............................................................7（一）M报业集团简介..............................................................................7（二）M报业集团新媒体营销的SWOT分析.....................................7（三）M报业集团新媒体营销策略..........................................................8四、品牌纸媒的实践带给全国纸媒的启示...................................................10（一）坚持“内容为王”，打造核心竞争力........................................10（二）优化巩固主渠道，搭建新渠道....................................................11（三）明确市场定位，紧抓目标读者....................................................11（四）探索“借壳还魂”，借助新媒体推广........................................12五、结论....................................................
