| 4R理论构架下地市级媒体的市场营销策略 |
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| 引用本文： | 甄巍然.4R理论构架下地市级媒体的市场营销策略[J].保定师专学报,2010(5):29-31. |
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| 作者姓名： | 甄巍然 |
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| 作者单位： | 河北大学新闻传播学院,河北保定071002 |
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| 基金项目： | 保定市哲学社会科学规划课题“保定市传媒产业的市场发展战略研究”（200902152） |
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| 摘 要： | 市场营销学的4R组合营销理论对于媒体的市场营销具有重要启示：以关联顾客开辟传媒市场的分众领域,以快速反应强化媒体的市场沟通,以关系营销拓展媒体在竞合时代的关系市场,以多赢目标模式创建媒体价值认知体系。对于地市级媒体,应当在四个方面创新其市场策略：强化关联效应以确定市场,构建反应机制以赢得市场,发展全方位关系营销以稳固市场,创建多元价值认知以开拓市场。
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| 关 键 词： | 4R理论 关系营销 地市级媒体 |
4R Theoretical Framework City-level Media Marketing Strategy |
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| Zhen Weiran.4R Theoretical Framework City-level Media Marketing Strategy[J].Journal of Baoding Teachers College,2010(5):29-31. |
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| Authors: | Zhen Weiran |
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| Institution: | Zhen Weiran (Faculty of Journalism ＆ Communication, Hebei University, Baoding 071002, China) |
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| Abstract: | Marketing 4R combination of marketing theory emphasizes competition-oriented focusing on the development of relationship marketing. This theory of marketing for the media has an important revelation： to associate the customer to open up the area＇s media market focus, rapid response to the market to strengthen communication between the media, relationship marketing in order to expand the relationship between the media in the era of competing market, target mode in order to win recognition system to create media value. Especially for city-level media, it should be innovative in its marketing strategy in four areas： strengthening correlation effects in order to determine the market, building a response mechanism to win the market, all-round development of relationship marketing to stabilize the market, create a multi-value-conscious in order to develop the market. |
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| Keywords: | 4R theory relationship marketing city-level media |
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