摘要
当今报业由过去“皇帝女儿不愁嫁”式的卖方市场转变为激烈竞争的买方市场。进入营销阶段的报纸版面设计,已不仅仅是一种编辑学范畴的操作,而成为报纸产业形象工程的有机组成部分,成为报纸整个市场战略的一种战术组成。因此,必须重视读者导向、重视市场导向和营销导向,灵活运用各种版面元素,对报纸版面进行科学合理的设计,以提升报纸的整体竞争力。
The current newspapering has changed from a seller＇s market, that means ＂the daughter of an emperor does not worry about finding a husband＂, to a buyer＇s market which has keen competition. The newspaper layout of the marketing stage is not only an operation of editing, but also a part of the newspaper industry＇s image engineering and the tactics of the whole market strategy in newspapefing. So, the guidance of readers, market and marketing should be stressed and all kinds of layout elements should also be used flexibly. The newspaper layout should be designed scientifically to enhance the whole competitive power of the newspaper.
出处
《长沙通信职业技术学院学报》
2006年第4期80-84,共5页
Journal of Changsha Telecommunications and Technology Vocational College
基金
"传媒市场的理论与应用研究"课题阶段性成果
批准文号为湘哲社领字[2005]05号
课题编号:05ZC191
关键词
营销时代
受众注意力
报纸版面设计
特点
marketing age
receivers attention
newspaper layout
characteristics
