An Analysis In The Strategy Of Product Hierarchy Of Newspaper Groups——Taking Three Biggest Newspaper Groups Of GZ Instance

Since the mid-term of 1990s, the number of China抯 newspaper groups has been quickly increased and the scale of which has been expanded. The concept of marketing has been introduced into more and more newspaper groups with the increasing in intense competitions. To win over the market of readers, a marketing battle broke out, of which the strategy of product hierarchy of newspaper groups is an important part. Being taken three biggest newspaper groups of Guangzhou for instance, existing situation, emergent problems and methods of optimization in the future were preliminarily researched with BCG and STP of marketing analyzing in common use in this dissertation. It抯 approved that the strategy of diversified product hierarchy of Nanfang Daily Group, of which is that the leading newspaper tenaciously defend propaganda about the Party抯 policies and the sub-newspapers win over the market of readers, is more successful than the other two. To make success on the strategy of product hierarchy, attention should be paid to the following problems by newspaper groups: making good use of qualified personnel, analyzing the market, attaching importance to the balance, and improving the consciousness of specialized product hierarchy, all kinds of roadblocks hindering the development of newspaper groups should be relived and in policy. -...