摘要
从营销学看4C营销理论,强调读者的中心地位,符合市场经济条件下报业经济发展的要求,4C营销理论对《海西晨报》社的发行营销策略具有重要启发。可以从生产读者欲求的报纸产品、降低读者满足阅读和购买需求的成本、提高读者阅读和购买报纸的方便程度、与读者加强沟通等四个方面进行设计和构想。
4C marketing theory emphasizes the central position of readers , to meet the requirements of the develop-ment of newspaper industry under the market economy condition .The 4C marketing theory has important inspiration to “Hercy Morning News” agency distribution marketing strategy .Specifically , it is from four aspects as issuing the newspaper for reader＆#39;s desire , reducing reading cost , improving convenience of purchase , and strengthening com-munication with readers to design the marketing strategy .
出处
《西安文理学院学报（社会科学版）》
2015年第1期69-73,共5页
Journal of Xi’an University(Social Sciences Edition)
关键词
4C理论
《海西晨报》
发行营销策略
构建
4C marketing theory
distribution marketing
strategy
construction
