致谢
值此论文历时撰写完毕之际，特别感谢我的导师谢守祥教授，感谢他在百忙
之中抽出宝贵的时间，从论文的整体构思、时间安排、全文的修改与审定等环节
给予我的悉心教导。您丰富的经验、严谨的态度和渊博的学识，使我受益匪浅。
我还要衷心感谢中国矿业大学管理学院的各位老师，感谢老师们在学习过程
中给予我的帮助和指导。这篇论文结合工商管理所学内容，以工作联系实际，经
过反复的思考与总结，针对当前新媒体时代下传统媒体遭遇的巨大冲击，作为传
统媒体应该如何转变思路，创新营销策略展开的一些谈论和研究。在论文撰写过
程中，我查阅了大量的欧亿·体育（中国）有限公司文献，一点点梳理理论与实际的内在联系，这不仅让
我填补了理论知识的欠缺，也更加明晰了新媒体时代下，传统媒体应通过理论指
导实践理清营销现状存在的问题，科学应对新媒体的挑战，这也为我今后的工作
奠定了坚实的理论基础。
在此，感谢报社的领导和同事，他们在论文相关欧亿·体育（中国）有限公司收集与整理过程中给予
我的大力支持与帮助。
感谢我的家人、朋友给予我的帮助和支持。
同时，我也向审阅及参与论文答辩的各位专家、教授表示由衷的谢意！

摘要
科技的进步和发展，掀起了互联网、信息化技术的快速发展，催生了新媒体
时代的到来，改变了报纸的信息传播方式及运营生态，读者受众、广告经营、报
纸发行、传播方式都面临着前所未有的冲击。新媒体时代下，融合转型创新经营
迫在眉睫，传统媒体为了寻求出路，不断尝试各种渠道，以拥抱互联网的姿态，
试图实现弯道超车。在改革和创新中，有的传统媒体消失在了黎明前的一刻，有
的则走出了黑暗迎来了曙光，他们从报纸单一化的传播方式转向多元化的全媒体
矩阵发展，实现了质的突破。
本文以徐州《都市晨报》为研究对象，通过对晨报在新媒体时代下存在的现
状分析，结合国内外研究现状、国内成功转型案例、经营环境变化因素影响等，
运用4I营销理论、精准营销理论、五力模型等，采用对比分析法、调查问卷分
析法等，对晨报营销进行研究分析，并提出适合媒体融合转型下匹配的营销策略
方案。
全文共分七个章节，按照提出问题、分析问题、解决问题的思路，最终总结
出，新媒体时代下，都市晨报应在细分市场后，重新进行经营目标的定位，通过
“线上线下”营销平台的搭建及终端服务的链接，创新营销体系的建立，价格、
产品组合营销策略的调整，以及技术平台搭建、大数据内容生产的加工、一体化
体系的重建等措施保障，提升晨报的品牌影响力，实现经营效益的提升。
希望本文的研究能对同类都市报提供一些思考和借鉴。
关键词：新媒体；传统媒体；营销策略
I

Abstract
With the rapid development of Internet technology, the new media represented
by mobile phones continue to grow and subvert the information communication mode
and operation ecology of traditional media. The reader audience, advertising
management, newspaper distribution and communication mode are facing
unprecedented impact.In the new media era, it is urgent to integrate transformation
and innovative management. In order to find a way out, traditional media continue to
try various channels to embrace the Internet and try to overtake in the corner. In the
process of reform and innovation, some traditional media disappeared at the moment
before dawn, while others came out of the darkness and ushered in the dawn. They
changed from the single communication mode of newspapers to the development of
diversified all media matrix,and achieved a qualitative breakthrough.
This thesis takes Xuzhou urban morning post as the research object, through the
analysis of the current situation of the morning post in the new media era, combined
with the research status at home and abroad, domestic successful transformation cases,
the impact of business environment change factors, using 4I marketing theory,
precision marketing theory, Porter's five forces competition model, questionnaire
analysis, comparative analysis, case analysis, etc, This paper studies and analyzes the
marketing of morning paper, and puts forward the matching marketing strategy
scheme suitable for the transformation of media integration.
The full text is divided into seven chapters.According to the ideas of raising
problems, analyzing problems and solving problems, it is finally summarized that in
the new media era, the urban morning post should reposition its business objectives
after market segmentation, innovate the establishment of marketing system, adjust the
price and product portfolio marketing strategy through the construction of "online and
offline" marketing platform and the link of terminal services, And the construction of
technical platform, the processing of big data content production, the reconstruction of
integrated system and other measures to improve the brand influence of morning news
and realize the improvement of business efficiency.
I hope this study can provide some thinking and reference for similar urban
newspapers.
Keywords: new media; Traditional media; marketing strategy
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