4R理论构架下地市级媒体的市场营销策略

4R Theoretical Framework City-level Media Marketing Strategy

市场营销学的4R组合营销理论对于媒体的市场营销具有重要启示:以关联顾客开辟传媒市场的分众领域,以快速反应强化媒体的市场沟通,以关系营销拓展媒体在竞合时代的关系市场,以多赢目标模式创建媒体价值认知体系。对于地市级媒体,应当在四个方面创新其市场策略:强化关联效应以确定市场,构建反应机制以赢得市场,发展全方位关系营销以稳固市场,创建多元价值认知以开拓市场。

Marketing 4R combination of marketing theory emphasizes competition-oriented focusing on the development of relationship marketing. This theory of marketing for the media has an important revelation： to associate the customer to open up the area＇s media market focus, rapid response to the market to strengthen communication between the media, relationship marketing in order to expand the relationship between the media in the era of competing market, target mode in order to win recognition system to create media value. Especially for city-level media, it should be innovative in its marketing strategy in four areas： strengthening correlation effects in order to determine the market, building a response mechanism to win the market, all-round development of relationship marketing to stabilize the market, create a multi-value-conscious in order to develop the market.