今日女报论文《今日女报》差异化战略研究.doc

今日女报论文：《今日女报》差异化战略研究 【中文摘要】我国报业市场的过度竞争加剧了新闻同质化倾向,不仅报道内容出现了严重同质化,甚至在运作方式、营销手段方面都出现了雷同,对社会资源造成严重浪费。差异化战略作为规避新闻同质化倾向的利器,已被借鉴到办报实践中并促进了报纸竞争力的提高。本文以《今日女报》作为研究对象,在研究大量资料的基础上,通过个案分析与比较研究相结合的方法,对《今日女报》选择差异化战略的背景、实行差异化战略的过程进行了深入分析,并在研究的基础上对其经验和问题进行了总结概括。本文主要包含三个部分:绪论部分主要交代了本文的选题背景、相关研究综述、文章的研究内容、研究方法及研究意义。正文部分首先从背景入手分析《今日女报》选择差异化战略的市场原因,通过对我国报业发展及湖南报业市场的整体概括,结合对《今日女报》市场空间的分析,肯定了其实行差异化战略的客观必然性。以差异化战略作为理论依据,从受众、内容、广告、品牌四个方面对《今日女报》实施差异化战略的具体过程进行了微观研究。全篇的创新之处在于从微观层面对《今日女报》差异化战略进行研究,跳出了一般差异化战略的分析模式,并结合湖南报业市场上综合性日报的特点进行了比较研究。最后,本文总结了《今日女报》实行差异化战略的成功经验并指出其在实行差异化战略中存在的问题。辩证地认识差异化战略在传媒市场化中的作用,为女性类报纸运用差异化战略提高市场竞争力提供正反两方面的借鉴。结语部分对全文的研究结果进行了简要概括,并指出研究中仍然存在的问题及不足之处。 【英文摘要】The excessive competition of the newspapering market in our country intensifies the homogenization trend of the news. This is not only reflected in the serious homogenization of the reported content, but also shown in the similarity of the operating pattern, marketing means and other aspects, which causes serious waste of the social resource. As the edge tool to avoid homogenization trend of the news, differentiation strategy has been used for reference in the practice of running the newspaper and advanced the improvement of newspaper抯 competitiveness.The thesis takes Women Today Weekly as the research object. Based on the research on mass data, through the combination of the case analysis and comparative research, the thesis analyzes the background of the selection of differentiation strategy of Women Today Weekly and the process of implementation of differentiation strategy in depth. Besides, based on the research, the thesis summarizes the experiences and problems.The thesis is primarily divided into three parts.The part of introduction explains the background of selected topic, relevant research summary, research content of the thesis, research method, and significance of research.The main body first starts with the background and analyzes the market cause for Women Today Weekly to select differentiation strategy