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竞争,已经成为描述当今中国报业形势的一个关键词,各个地区、各个领域、各种类型的报纸无不面临竞争的压力,而且展望未来,报业竞争程度还将越来越激烈。在竞争环境下确定报纸发展战略,不但要研究自己,明确自己能为读者提供什么、自己的优势在哪里,同时更要研究市场,明确市场空间在哪里、竞争对手有哪些、竞争者的市场规模有多大、他们的优势和劣势是什么等等,在知己知彼的基础上,确定报纸在某个区域市场中的占位,从而制定有效的竞争战略与战术。根据市场营销理论,一个目标市场中的企业,可以分成市场领导者、市场挑战者、市场追随者、市场补缺者4种角色。报业经营同样可以借助这一模式,根据自已的实力、与市场中其他媒体的关系,确定自己的角色定位及市场竞争策略。
Competition has become a key word for describing the current situation of China’s newspaper industry. Pressures in various regions, fields and types of newspapers are all under pressure of competition. Looking ahead, the competition in the newspaper industry will become more and more intense. In a competitive environment to determine the development strategy of the newspaper, not only to study themselves, to find out what they can provide readers with their own strengths where, at the same time more to study the market, a clear market space where, competitors, the market size of competitors How big are they, what are their strengths and weaknesses, and so on. Based on their own interests and interests, the paper determines the position of newspapers in a certain regional market so as to formulate effective competitive strategies and tactics. According to marketing theory, a target market enterprises, can be divided into market leaders, market challengers, market followers, market make-up four roles. The same can be done with the newspaper business model, according to their own strength, and the market in the relationship between other media to determine their own role positioning and market competition strategy.