金融危机下报业的数字化生存与数据库营销

The Survival of Digitalized Press under the Economic Crisis and Database Marketing

金融危机对传媒的影响广泛而深刻,为应对新媒体和金融危机对报业的冲击,各国报业大多走上了数字化生存道路。报业数字化生存,是媒介融合的自觉选择,是尊重读者的应然选择,是提高报媒影响力和竞争力的主动选择。数据库营销是报业数字经营的一种有效方式,将对报业发展带来革命性影响。

Facing the great impact of economic crisis on media, most journalist groups in the world have taken the road of digitalization. To survive by digitalization is the conscious selection of media convergence, and it is a choice needed in respecting readers and promoting the influence and competitiveness of the media. Database marketing is an effective marketing way for the management of digitalized press and will exert revolutionary influences on the development of press industry.