论《河南手机报》大学生受众市场开发

【作者】 温晓明；

【导师】 贾士秋；

【作者基本信息】 郑州大学 ， 新闻学， 2008， 硕士

【摘要】 2006年5月15日,河南日报报业集团和河南移动通信有限责任公司联合推出了《河南手机报》。经过短短3个多月的发展,用户已猛增至20多万,至2007年7月订阅用户己达到50万,2007年底超过100万。《河南手机报》充分结合自身特点,采取合适的运作模式,使受众规模短时间内就跃居全国前列。但由于手机、通讯技术上的限制,及其本身存在的缺陷影响了受众群体的进一步扩大,因此开发潜在的受众群体是《河南手机报》增加赢利的重要方式。而大学生受众群体的消费特点与《河南手机报》的特点契合度高,也符合《河南手机报》目标受众的要求。因此,《河南手机报》大学生受众群体的开发成为其发展的关键因素。本文从新闻传播学的角度入手,分析阐述《河南手机报》受众群体的现状、大学生受众群体的特点以及开发大学生受众市场的重要性;并以实例调查研究的方式论述开发大学生受众市场的现实困境及对策。并对即将到来的3G时代,《河南手机报》将如何巩固发展大学生受众市场提出几点建议。更多还原

【Abstract】 May 15, 2006, the Henan Daily Newspaper Group and Henan Mobile Communication Co., Ltd. jointly launched the " Henan Mobile Newspaper" . After a short period of three months of development, the user has soared to over 200, 000, to July 2007 subscribers has reached 500, 000, at the end of 2007 reached 1 million. "Henan Mobile Newspaper" fully integrate its own characteristics, take appropriate mode of operation so that the number of the user leapt to the top in China on a short period of time. However, due to mobile communications technical constraints, and its inherent defects affect the further expansion, the development of potential user is an important way to increase profitability for "Henan Mobile Newspaper". "Henan Mobile Newspaper" higly fit the consumer group of university students and meet their demands. Therefore, the user of university students development is the key factor in its development.From the perspective of Journalism and Communication, the paper analysised and elaborated the status of user groups, audience of university students and the importance of university students market development. Case study is the way to analysis the status, difficults and tactics for university students market. For the upcoming 3 G era, papers on how to consolidate and develop the university students market made a number of recommendations.更多还原