On The Analysis Of The Newspaper Difference Competitive Strategy In The City Of Hangzhou

At present, the homogeneity phenomenon of the newspaper is comparatively serious. In competition initial stage for journalism, homogeneity is favorable to the improvement of the quality of the newspaper, but that homogeneity develops into certain stage will aggravate the fierce degree of the competition , result in propagandizing maliciously , sell such unfair competition phenomena as the newspaper , and present newspaper unboundedly ,etc. at a low price. As the competition for journalism is developed in depth, it will be competitive methods with higher performance to implement the difference tactics. This thesis is related to read material in a large amount to and interview through field investigation , regard competition state and tactics of the newspaper of city of Hangzhou as case analysis, and attempt to state and adopt difference competitive strategy necessity , importance and some important measures. There are Evening Paper of Qiantang River, City Bulletin, Young Times and Morning Newspaper of Today mainly in city newspapers in Hangzhou. Evening Paper of Qiantang River started its publication in 1987, and is under the jurisdiction of journalism group of Zhejiang Daily. City Bulletin started publication on January 1 , 1999, and is under the jurisdiction of the daily journalism group of Hangzhou. Young Times is originally known as Youth Newspaper of Zhejiang, revised out the publication on October 8 , 2001. Morning Newspaper of Today started publication on October 8 , 2000, its predecessor was Economic Life Newspaper of journalism group of Zhejiang Daily. Because several newspapers orientate as the city and offer , and all strive to occupy the market of Hangzhou, they have launched keen competition. Four kinds of city newspaper in Hangzhou are carrying on the competition , it is mainlycharacterized in the aspects of the localization, content , layout , issuing way , advertisement and method of service of newspaper and look for the market which accords with one's own advantage, regarding different readers as the serivce object separately, and weaveing one's own reader's network through one's own characteristics , so as to carry on the difference to compete with the rival. In Hangzhou city newspaper difference of making investigations being among the course of competitive strategy, I have got some enlightenment too. First, implementing the difference competitive strategy must regard the science , careful market research , market subdivision and market orientation as the foundation. Second, it is a dynamic course to implement the difference competitive strategy. Third, implement the audience feedback that the difference competitive strategy should pay attention to. Fourth, it should be rational , legal and shutting the morals to implement the difference competitive strategy.