| In this paper, with the theory of the media ecology, this treatise comprehensively analyzed the current condition, the competition situation and future prospect of the local newspapers in China, trying to answer the following three questions:that is, whether the local newspapers can survive; how can the local newspapers survive; what the future of the local newspapers will be like.As for the question of survival, this treatise deals with the following aspects:First of all, using the original ecological theory of the media ecology, the prefectures and cities niche newspaper, zoological clock, food chains and foraging skills are studied; especially the skills of the media niche competition for survival, including niche separation technique, integrated operation niche, niche creation of operation and the ecological niche are analyzed, etc.; by using the biological clock rules, this treatise find the biological state and biological rhythms. Through the ecological conditions of the original analysis, we can clearly see the location and the ecological niche of the zoological clock.Secondly, by using the ecological principles of media ecology, this treatise analyzed the prefectures and ecological populations of newspapers, including the structure of space and time, mass populations, information stocks, symbol populations, marketing stocks and the audience between the populations and other populations of individuality and commonality so as to achieve its spatial characteristics, genetic characteristics, characteristics of the number of features and characteristics of the system to grasp, especially through the comparison of the population density of the local newspaper, analysis is done in their survival and development of space.Thirdly, by using the media outside ecological principles of ecology, this treatise analyze the outside ecological environment of the local newspapers, including industrial ecology, spiritual ecology, political ecology, cultural ecology, information ecology, symbolic ecology, ecological, and organizational ecology, thus the external environment is exposed.Meanwhile, the paper uses the theory of eco-energy and analyzes the energy, including the production energy, social energy, economic energy, talent energy, information energy, equipment energy, and energy areas such as information analysis. At the same time, this treatise also sought to clarify the food chain and the relationship between the chain and all kinds of the energy. In analysis of the energy of the local newspaper industry, this treatise lays stress on the energy of intelligence. Through the analysis of the ecological environment of professionals, both inside and outside, by understanding the content and structure of the energy of professionals, making the comparison between the energy of professionals and the energy of newspaper industry, emphasizing the gathering and generating of the energy of professionals, fully understand the status and the usage of the energy of professionals.. This treatise also carefully studied the methods of gathering the energy by the local newspapers, putting forward the strategy of gathering energy in the material, spiritual and strategic aspects.This treatise does one step further, using thermodynamic theory, for the further study of internal energy of the availability, analizing newspaper's energy-----"exergy " and the "entropy". The introduction of the concept began from the study of the quality problems, It also has another name:"available energy" which means the energy available in the part. It shows that the energy is not always available,The available energy is only part of the energy, different energy available can be included in the different ratio. The corresponding concept is "entropy", Entropy in thermodynamics is used to indicate a physical system, a measure of the degree of energy failure. Albert Einstein once said:"entropy theory, the whole of science is the first law."The concept of generalization and analysis of generalized exergy science popularization and application, gave us a very useful key to analyze the available energy. First of all, exergy analysis is to study the ecosystem and environment, the important measure of the potential difference. Thus the system changes and environmental changes arose from the imbalance between potential difference (potential difference), resulting in a variety of energy and material exchange. Ability comes from doing work in some bad influence:If the temperature difference, pressure difference, velocity difference, height difference and so on. The potential difference drives the evolution of the survival of all living things, but also drives the exchange of material and energy flows. Secondly, exergy analysis is ordering the media ecosystem considerations. It is precisely because of the system of disorder degree of entropy (or perplexity), If the entropy value is greater, then the greater will be the degree of disorder. Entropy and the system can be useless in the variable component is in proportion. Analysis of the Newspaper's energy and entropy in the proportion of the degree of order for the survival and the analysis of the press to refer to is done in the treatise. Again, pairs of cities reported that analysis of energy dissipation, namely, entropy analysis. Entropy problem is that cities and reported that the key to energy dissipation, which mainly include personnel entropy, institutional entropy, the contents of entropy, the value of entropy of the source such as the presence of dissipation. In this paper, "entropy" analysis, exploring the energy dissipation and research measures to curb energy dissipation is done. We also use the minimum amount of media law and the principles of casks analysis, finding the limiting factor for the survival of the media, in particular the limiting factors of the survival of newspapers. Through the "exergy " "entropy" of ecology energy analysis, "local Newspaper energy analysis system" Is establishedAfter a comprehensive analysis of the favorable and unfavorable factors of the survival of local newspapers, I conclude that:local newspaper can survive. But how can they survive? Here involved a problem of the progress and maturity of local newspaper. The key to this question is who moved the cheese of local newspapers. The share of the local newspapers is getting smaller and smaller. This treatise says the condition of the local newspapers' being squeezed smaller and smaller by three areas. One is the media in the same city but of different kind, that is, broadcasting and TV; one is the other newspapers such as the state or provincial newspapers; one is the internet.Focus on how cities reported that in the end the market development space for this problem, this article, the first market using to City newspaper market will be reflected in the strengths,, arranged of the ways to bring the match between a variety of factors to be studied, drawn from a series of. Focusing on the question of how big the space of the development of the local newspaper in the market, from the macro and micro perspective, this treatise first used SWOT analysis matrix and displayed the strong points, weaknesses, opportunities and threats, and other factors enumerated through surveys, according to matrix form of systematic analysis, a series of relevant conclusions were drawn. By analyzing the market structure, market positioning, the audience market, the advertising market, distribution market, identify cities reported that the exact location of the market and really clear where their potential markets. Through comparing all the factors, more than right, aims to make cities reported in the newspaper industry to fully understand their market, in which the situation in order according to their own conditions to the decision-making niche markets route.This is from W·Qian·King and Renee Mauborgne, two professors from the European Institute of Business Administration. In 2005, those two professors proposed the concept of blue ocean strategy, according to the borders of existing competition and different markets, by re-arranging the elements of the buyer screening and re-sorting, it might be possible to restore market and industry boundaries, opening a huge potential demand, and thus get rid of "Red Sea"------the known market space of the bloody competition, and create a "Blue Ocean"-a new market space.As for how to develop the blue ocean market, the treatise emphasizes re-building the market niche and taking the wide road, The road of local newspapers is taking a wide ecological niche of its blue ocean strategy to create a major section, Taking the example of Xinjiang-----the typical case, and many other cases illustrate the blue ocean strategy also includes local culture, local people's livelihood, many aspects such as project planning.Blue Ocean strategy has enabled us to avoid the bloody lose-to-lose competition, but competition is necessary for the survival of the newspaper market, in order to survive, local newspapers must have a certain means of competition. Matrix for the cities of Boston, reported that participation in the competition provides a way to analyze the market. The matrix can compare the visual display of local newspapers, showing the strength of market competition, as well as its sales growth and market share, Product development can show good prospects of the press. This treatise also provides some practical strategies and tactics, such as:how to cluster to compete, how to protect the local market strategy, how to competing with the major newspapers, how to improve self-characteristics and adapt to markets.In the face of harsh competition in the domestic press, how the local newspapers deal with, I stood in the position of the local journalists and gather a number of domestic and successful foreign experiences and lessons of failure in an attempt to provide local newspapers a set of practical survival strategy, competitive strategy and business strategy.The final chapter gave the outlines of the future of the local newspapers, giving out three major trends of combining, capitalization and digitization. In particular it discussed in a number of cities, the construction of the process and prospects, taking Yantai, Ningbo and other cities. Newspaper digitization is summarized as the successful experience, trying to answer the question why the local newspaper take the road of digital, reported that What digital brought about to the cities, and the difficulty the local newspaper might meet with in the process of digitization and so on.As for the reason of the digital technology of local newspapers, this treatise expressed in three aspects, for the demand of modern times, for the survival of the local newspapers, for the green spread. It is the necessity in the future and the only way out. In the increasingly fierce competition in the newspaper industry, just for the position and the survival of local newspapers, digital technology is so decisive. Digital Newspaper, for the journalists, is not distant, not mysterious, but imminent and it has to be done.In answer to the question of what digital has brought to the cities, this treatise analyzes from traditional press to the digital mode of transmission, production processes and a variety of operating platforms, which is the future of local newspapers. This treatise introduced the number of three-dimensional matrix of the Yantai Daily, Its "5 Qi turn, multi-dimensional reporting" approach, showing the great superiority of digital coverage.At the same time, this treatise took "Boston Globe," the British "Guardian", Massachusetts, the United States, and "Wall Street Journal" and other foreign newspapers, as examples, analyzing the tremendous changes of the newspapers after realizing digital coverage.As for the new profit models of the digital of the newspapers, focusing on analysis of many types of business models of the web site of the cities, The treatise shows that Internet should be set up and independent web site content should be contained in paper-based media content, thus creating an integrated cross-media information platform, At the same time, according to different consumer groups, online communities, design organizations, automobile, housing, consumer durables and fast moving consumer goods such as large-scale Group Buy; the use of the brand influence, a newspaper different media organizations, media, industry, joint exhibition, summit forum and other activities, a wide range of digital media channels can expand the profitability. This treatise lists Yantai, Ningbo and other cities and took their the digital business process with good economic profit as examples.The digital technology can bring numerous benefits, but the process of realization have various problems and difficulties and they can not be underestimated. Because we are aware that it will not be easy to digitize. The author interviews Ningbo Daily News newspaper, and noticed the realization of digital cities has five four barriers and difficulties. These four barriers include cognitive barriers, institutional barriers, resources, obstacles and dynamic obstacles; the so-called five difficulties are, mechanisms difficulties, personnel difficulties and operational difficulties and other difficulties. When we fully understand these obstacles and difficulties, we can continue to overcome them in the digital process.This paper argues that the future digital technology is bound to the gradual elimination the traditional barriers between industries between press and publication industry, radio and television, entertainment, information industry and others, but also will reshape the image of a brand new newspaper, the newspaper industry will co-integrate a variety of related industries scale integrated business model to speed up marketing the digital transition in the future, within a period of time as the formation of an inevitable trend, prefectures and cities newspaper trend of the times should be followed, and gradually establish digital press strategy speeding up the process of transition to digital networks, The role of traditional journalism, the contents of the advantages, and actively seek cooperation and integration of resources through the innovative ways to achieve mutual benefit and win-to-win situation.In the final part of this treatise, the one hand, summarized the views of the entire paper also the establishment of the system of the local newspapers paper ecology assessment system and its own planning and developing system. Ecological assessment system is for the situation of their own self-examination system, through such an assessment system the local newspapers can have a very systematic and scientific understanding of the survival of their own profile. The system's role is to:first, ecosystem considerations of local newspapers; second, the analysis of the market eco-system; thirdly, ecological conditions of the personals; the fourth, the overall image of the local newspapers. The environmental assessment of the system of local newspapers is a complex and huge system, It needs a continuous improvement, and constantly refine process.And then local newspapers should set up their own survival and development planning system so that each group of local newspapers has a clear goal, and retreat objectives and realistic goals closely together. For the achievement of each goal, specific measures and concrete steps should be known to each of their employees. They each understand what kind of target forward, in the process of achieving this goal, what kind of hope and benefits if they achieve the objectives, and what is the main obstacles, How shall we work together to overcome it. When each of the newspaper staff regards the goal as their conscious action, creating a huge cooperation force, then, this local newspaper is due to success. |
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