After the newspaper prohibition period, the News industry entry into the diversity free market competition in Taiwan. Each news group and the collective have their own abundant resources to occupy the market. In the past prohibition rule, the local newspaper media industry can not hold the benefit, the issued hurriedly reduced. After that, how to renew to find the market value and the localization, that is mass communication worker and the researcher was very concern question.
There are three variables in this research. We focus on the life model variable (includes population statistic), readers satisfy and in need, then marketing promotion strategy. We assume those three variables affect the local paper consumer to purchase policy-making the factor. In this research, we make the questionnaire for these news consumers who stay in the Kaohsiung area. We will inquire the local paper, what is special characteristics can hold the reader after the market redefine? What is factor influence these consumers purchase policy-making?
In this research, we will use sample investigation in the ¡§The Commons Daily, Chinese daily and Taiwan News circulation ratio. In Kaohsiung area , we will proceed investigation in subscription household name list , altogether obtains effective sample 315; In another way , I penetrated the chain store to obtains three local newspapers retail 106 household, four nationwide newspaper (union newspaper, the Chinese Times, apple daily paper, liberty Times) retail the household 200 effective samples. After statistical analysis, I find out three main points as following:
First, our local newspaper consumer¡¦s age between 35 and 45 years old, month income range between one ten thousand to three ten thousand working race for the main race group, then most of reader belong no party and ¡§pan-green party¡¨.
Second, There are 70 % above Kaohsiung area local newspaper consumer satisfies about the local newspaper for the content of local news , the local information, the specific information content, seeks employment classified ad content affect the local newspaper consumer to purchase the policy-making important attribute.
Third, local newspaper consumer to local paper opinion standpoint has higher identification, if they can pay attention to newspaper arrangement, printing and set price¡K.etc packaging. It also coordinates effective promotion to be helpful to the local paper marketing.
Finally, the researcher discovery on this research suggested the local newspaperman should be concern what the reader in needs, and provide region market for the nationwide newspaper, and refer to relative research with suggestion in the future.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0720104-113040 |
| Date | 20 July 2004 |
| Creators | Shih, Yi- Fen |
| Contributors | Chen Hsiang, Lee Ya Ching, Chang Yue Shan |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0720104-113040 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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