文档介绍：分类号编号
华北水利水电学院
North China Institute of Water Conservancy and Hydroelectric Power
毕业论文
题目《校园在线》郑州市场推广策划案
学院管理与经济学院
专业市场营销
姓名 XXXXXXXXX
学号 2007XXXXX
指导教师 XXXXXXXX
2011年 05月 18 日
《校园在线》郑州市场推广策划案
摘要:信息时代的校园媒体不仅是高校党、政、学的喉舌,也是连接各大商家与学生的桥梁和纽带,担负着传递社会商业信息、开展校园服务、丰富学生活动的重要职责。作为高校思想文化建设的重要阵地,高校新闻媒体在引导正确的价值观和连接学生与社会方面有着特有的优势。目前,校园传媒就郑州而言平均寿命也就两三个月,寿命周期短及受众范围小是校园传媒的现状。面对校园传媒的瓶颈问题,我们必须找出原因所在,并作出详尽而具体的解决方案。这个策划主要通过市场和受众的分析,具体方案的探讨,最终让《校园在线》这份报纸迎合受众及消费者的需求,抓住机会加大力度宣传,结合现在的网络环境,媒介联合有效宣传,提高自己的知名度,走出瓶颈快速发展。本策划案首先对郑州大学生的消费倾向和消费结构进行分析,还有整个郑州的校园传媒的宏观环境的分析。接着对《校园在线》报纸整体分析,通过分析找到现存劣势和问题。最后有针对性制定了具体的推广策略。
关键词:校园在线,郑州市场,推广策划
A Campus online Newspaper Promotion Marketing Planning
Abstract: The information age campus media is not only the university party, political, studies the mouthpiece connected each are big the businessman, is the bridge and the link with students, assuming the social business information, conducting transfer service, rich campus student activity important duties. As college ideological and cultural construction important positions, university news media in the right value connection guide students and social aspect to have the unique advantage At present, the campus media is also concerned average life expectancy of Zhen Zhou two or three months of life cycle is short and audience limits small is a campus media status. Facing the campus media bottleneck, we must do the detailed and specific marketing planning. This planning mainly through the analysis of the market and the audience, specific plan, this paper finally let the campus online "the newspaper has unique style, catering to the consumer demand, seize the opportunity to enhance petitiveness, out of the bottleneck rapid development. The plot of the first college of Zhen Zhou consumption tendency and consumption structure is analyzed, and the whole of the campus media Zhen Zhou macro environment integration analysis. Then on the campus online newspaper overall analysis of concrete such as: ne