报业集团市场战略：错位定位 分层竞争——解放日报报业集团个案研究-newspaper groups market strategy misplacement, positioning and hierarchical competition - a case study of jiefang daily newspaper group.docxVIP

‘4671 6．I论文摘要厂、^今天的媒介市场与以往市场最大的特点在于：每个市场都是细分化的目标～。x．市场≥而每个市场的竞争几乎又都是开放性的。从这个意义上来说，媒介市场战略首先就是定位，包括受众定位、功能定位、风格定位。在受众市场细分化、． 农业市场严重分割、竞争空前激烈的前提下，报业集团必须通过内部资源的整 合与配置，对所在地区报业市场和不同层次的受众需求进行深入分析，确定集团的内部主报、予报等报刊的明确定位，在不同层次上参与各个市场的争夺，n／通过分层竞争、优势互补，形成集团的整体市场竞争力。，1／上海的报业市场，已经形成了明显的两两竞争的模式。解放日报报业集团 和文汇新民报业集团已经基本占据了上海报业市场的主体，两个集团间的竞争 主导了本地报业市场。面对新民晚报强大的发行量优势，解放日报报业集团根 据报业市场整体竞争态势和各类分市场主要竞争对手的特点，进行本集团报刊．结构设计，采用错位原理，尽量寻求市场空白、强调目标市场的差异性，突出 自身的比较优势，在做大母报‘解放日报》的同时，还培育出了《报刊文摘》、‘申江赢≥导报》、新闻晨报》等新的经济增长点，改版后的《薪闻晚报》也焕发了新的生机。、解放日报报业集团的兴起，与其集团定位战略思路密不可分，即内部各报 刊错位不竞争避免内耗，外部参与各分市场的竞争。本文以解放日报报业集团 为个案，分析这一定位战略产生的背景、集团系列报纸的定位过程以及根据不 同的定位，各报纸在营销、管理上所采取的应对措施。关键词：新闻学报业集团解放日报分类号：Classified No：G219．2 F713．8The most prominent charaeterlstic of today’S media market iS that each market is a highly divided one with clear target groups while all of them enjoys open competition．Thus the most important strategy in media market is positioning，including target audience positioning,function positioning andstyle positioning．Under today’S fierce competition in the media market， newspaper groups should spend more energy on carrying out coflective management instead of re|ying 0U a single newspapen Through reshuffling and reallocating their own resources，it is necessary for newspaper groups to baredear goab for its main newspaper and affiliated newspapers in mind．Fierce competition exists between Jiefang Daily Newspaper Group and Wenhui-Xinmin Newspaper Group，the only two media(newspaper)giants in Shanghai．Since Wenhui-Xinmin Newspaper Group enjoys absolute superiority in circulation，Jiefang Daily Newspaper Group carries out detailed analysis on its opponents and redesigns its inner structure to fmd its own special marketspace．Focusing on its main newspaper Jiefang Daily,Jiefang Daily Group also explores various Idnds ofaffdiate newspapers鼬new economic engines．such as Newspaper Digest,Shanghai Morning Post,Shunghai Evening Post，andShanghai Times．Based．on the false study of$iefang Daily Newspaper Group，this thesis