A Research On The Dynamic Positioning Of Southern Metropolis Daily

As a comprehensive daily newspaper, which targets at city groups in Pearl River Delta Region, Southern Metropolis Daily was founded in 1997. Through eight years' strenuous efforts, Southern Metropolis Daily has become a strong competitor in Guangzhou newspaper market and a successful example in the metropolis daily market of China. As for the reason why it succeeded, the author argues that one of the most important reason was its successful dynamic positioning management. This paper will systematically make analysis of the reasons why it succeeded though reviewing the history of its development of positioning. On the initial stage since it was founded, the Southern Metropolis Daily keenly heeded the market vacancy among city groups, and thus orientated as "citizen life newspaper", which contributed to its success to certain extent in short time. At the new stage of development, as the internal and external environment changed, Southern Metropolis Daily adjusted its orientation in time. It orientated as "a new mainstream medium", which promoted its development efficiently. At the same time, the success of Southern Metropolis Daily also owed to its successful gathering and editing services, publishing, advertisement management, promotion and so on. All these factors guaranteed the efficient enforcement of the orientation. By analyzing the reasons why it succeeded, this paper argues that both the Southern Metropolis Daily and other newspapers should be inter-dynamic with the society environment in good time, which is the law all the newspaper should obey. The mainstream medium is the only way to foster the "evergreen tree" medium. The change of orientation need match with the executive force.