上?！渡鐓^(qū)晨報》的傳播策略研究.pdf

1、分類號學校代碼密級學可201215060009上?！渡鐓^(qū)晨報》的傳播策略研究CommunicationStrategyofTheMorningCommunityinShanghai指導教師姓名、職稱爰墨主鏊撞湖南師范大學學位評定委員會辦公室二。一四年三月ABSTRACTCommunitynewspaperintheWesthasbeenacenturyofhistory，whilein2001，thefirstcoinnlullityn

2、ewspaperinChinanamedNanshanDailyappearedInrecentyears，withtheimprovementofthecommunityandaudiencemassedphenomenonoccurs，communitynewspaperasanewforceofpublicopiniongraduallyintotheChinesemediamarketAmongthem，“TheMorningC

3、ommunitiy”occppiedthefirststepinthecrowdbyusingauniquecommunicationstrategy，‘‘BackedbynewspapergroupjoinedwithDistrictCouncil’’isoneofthemainwaystoshapetheinfluenceof“TheMorningCommunity”Itasthesubmediaog‘TheMorningNews’

4、’and’backedbyJiefangDailyGroup，withtheireconomicstrengthandreputationsupportItalsoincooperationwith38mainblocksPartyandWorkingCommitteeinShanghai，timelyaccesstocommunityinformationan～dexpanddistributionchannelsThroughthe

5、combinationofmunicipalmediaandstreetsgovernmentdepartmentscanachieveintegrationofprofessionalandauthofitativeeffectlyImplementthe“community—oriented，peopleservied’’strategytoformthecoremediapositioningaasnichefandservice

6、“TheMorningCommunity”setupaninteractiontypecommunicatorslike“reporter。streetSocialDemocrats’，inordertocultivateamediastylethatinordertofosterasenseofbelongingforstreetpeopleFormthecorecompetitivenessintheclose，service，te

7、chnologyandpopularizationnicheareas，thushighlightingthecommunitynewspaperpersonalitytraitsFinally‘‘TheMorningCommunity’usethesmallminorityofreadersfeatures，takeastrategynamedpossessionadvertisingAdvertisingspacefreelisti

8、nglifestyleinformation，communityspecialevents，promotions，highlightingtheclosecommunityofservicecolornewspapersalesandadvertisingtoachieveawinwinmaininterestsOfcourse，thestrategiesof‘髓eMorningCommunity“alsoexistso。n玲probl