【作者】 石磊；

【导师】 王蕾；

【作者基本信息】 南京大学 ， 新闻与传播（专业学位）， 2016， 硕士

【摘要】 房车传媒最首要的任务是使人们对房车消费习以为常,让房车旅游文化深入人心。准确的定位、精深的内容、专注于单一用户群体的长三角房车网(csjfcw. en)就是在这样一个背景下诞生的。本文主要描述了长三角房车网在搭建过程提出的设想、遇到的问题和尚待解决的后期推广预案。目前,大部分的经济学者都对中国的经济走势抱以悲观的态度,认为增长速度近几年不会再回到8%,但他们认为2020年或许是下一个中国经济复苏的周期。所以,预测在未来的五年中,中国的房车产业还将处于引入期。如果房车产业的发展在2020年终于迎来高潮,那么现在的投入都会变现为五年后对于市场的占有量。而争夺市场份额的关键,就是对营销渠道和品牌形象的把握,这种无形资产正是房车文化媒介推广的着力点和目标所在。目的是使潜在消费者了解房车,从而产生购买方车行为。其中最便利的方法便是让房车文化成为年轻人心目中的流行文化。驾照政策、高速收费规定、拖挂房车上路规范上是制约房车行业前进最主要的因素,也是现在政府和行业协会共同努力的焦点。更多还原

【Abstract】 The primary mission of rv media is to enable people to get used to RV consumption, which the RV tourism culture is deeply rooted in the people’s heart. Accurate positioning, profound content, focusing on a single user group of the Yangtze River Delta RV Net (CSJFCW.CN) was born in such a context. This paper mainly describes some originality, encountered problems and promotion plans about this net during whose building process. For now, most economists take a negative attitude towards China’s economic situation, who believe that growth rate will not go back to 8% in recent years. In spite of this, economists also predict that 2020y could be the next cycle of Chinese economic recovery. So the forecast for the next five years is that Chinese RV industry will be in introductory phase continuously. If the development of the RV industry will be finally culminated in 2020y, the investment of this stage will devote into market share after five years.And the key to fight for market share, is the assurance of pair of marketing channel and brand image, this kind of intangible assets is RV culture media promotion focus and target. The purpose is to make potential customers understand the saloon car, car buyers are produced by behavior. One of the most convenient way is to make the car culture become young people’s popular culture. Driver’s policy, high-speed charging regulation, drag hang saloon car on the road by rules is the most important factors of restricting the saloon car industry forward, is now the focus of the joint efforts of government and industry association.更多还原