Social media as a marketing channel for traditional newspapers : case: Tuoi Tre Newspaper
Nguyen, Thanh (2012)
Lahden ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012060812265
https://urn.fi/URN:NBN:fi:amk-2012060812265
Tiivistelmä
Background. The growth of the Internet has affected traditional newspapers significantly. In Vietnam, the traditional newspapers must face many challenges from the environment of Vietnamese newspaper industry. The problems came to the author’s mind when the author had a working period in one of the largest newspapers in Vietnam.
Aims. This thesis studies a case newspaper, Tuoi Tre Newspaper, for its business. The main goal is to find out the current position of Tuoi Tre Newspaper in the Vietnamese newspaper market to determine the way social media application can improve that position.
Methods. The qualitative research method with deductive approach was used in this thesis study. Standardized, open-ended interviews were conducted for gathering experiences and ideas of using social media as a marketing tool in newspaper business. Other sources of data come from the author’ own observations and reports from the case newspaper. Content analysis and marketing analyzing tools are utilized as data analysis method.
Results. The results pointed out that the status of Tuoi Tre Newspaper in Vietnamese newspaper market had dropped significantly in recent years. The analysis done by utilizing selective theoretical tools reveals some important findings about solutions for improving the current position of Tuoi Tre Newspaper by social media application.
Conclusions. The authors suggested six strategies to enhance strengths and reduce weaknesses of Tuoi Tre Newspaper in order to optimize the opportunities and lessen threats.
Aims. This thesis studies a case newspaper, Tuoi Tre Newspaper, for its business. The main goal is to find out the current position of Tuoi Tre Newspaper in the Vietnamese newspaper market to determine the way social media application can improve that position.
Methods. The qualitative research method with deductive approach was used in this thesis study. Standardized, open-ended interviews were conducted for gathering experiences and ideas of using social media as a marketing tool in newspaper business. Other sources of data come from the author’ own observations and reports from the case newspaper. Content analysis and marketing analyzing tools are utilized as data analysis method.
Results. The results pointed out that the status of Tuoi Tre Newspaper in Vietnamese newspaper market had dropped significantly in recent years. The analysis done by utilizing selective theoretical tools reveals some important findings about solutions for improving the current position of Tuoi Tre Newspaper by social media application.
Conclusions. The authors suggested six strategies to enhance strengths and reduce weaknesses of Tuoi Tre Newspaper in order to optimize the opportunities and lessen threats.