Western China Metropolis Daily's Choice Of Its Competition Strategy

The newspaper sector has become one of the fastest growing industries in China' s national economy since market mechanisms were introducedinto the sector more than 10 years ago. Ever since their debut, China' s metropolis dailies have been growing in market competition. For a very long time, however, competition among metropolis dailies has found their expression in the expansion of newspaper contents and innovation in the layouts, which can be imitated easily by rivals. Today, metropolis dailies have realized the importance of the concept of strategic competition.The author of the thesis intends to have a case study of Western China Metropolis Daily and formulate a competition strategy for it after studying the competition situation it faces.Part one of the thesis consists of the forward and the theory applied. It explains the goal and significance involved in the writing of the thesis as well as the structure of the thesis. Part two reviews the development course of Western China Metropolis Daily and generation situation pertaining to the development of Sichuan' s newspaper industry. It analyses the background against which the author does the research and comes to the conclusion that Western China Metropolis Daily' s strategic choice is a must. Part three resorts to the PEST method to analyze basic external elements influencing development of Western ChinaMetropelis Daily and uses the five competition models in the PEST method to analyze key elements in the newspaper industry. Part four analyzes the internal resources and conditions of Western China Metropolis Daily in terms of fame, human resources, distribution network, news planning, advertisement strategy and management system (including financial analysis). Part five analyzes Western China Metropolis Daily' s rivals. The emphasis is on Chengdu Economic Daily, its main rival, Tianfu Morning Post and Chengdu Evening News, its two potential rivals. Part six analyzes the market Western China Metropolis Daily faces in line with the STP method to formulate the competition strategy suitable for it. Because of the limit of the author' s knowledge and time, mistakes and regret are unavoidable. Although the thesis is an analysis of the competition strategy for the newspaper industry, further research can be of significance for newspapers in the market competition to emulate. Therefore, the author sincerely hopes that teachers and experts can grant instruction.