The Niche Positioning Study And Strategic Choice Of Newspaper Industry

With the rise of Internet and other new media, newspapers and the other traditional media have to face grim situation of living, while the way of competition between newspapers in the newspaper industry stay in the extensive level of competition. All of this requires newspaper or newspaper group to be more conscious of its own ecology environment. Niche, as an important part of the ecology environment, provides a new perspective for the newspaper or the newspaper group's own prospects. The niche theory, from the view of businesses ecology, explains the strategic relationship between a newspaper's own development and the environment, which in terms of both theoretical and practical value will be of some significance. In this context, this article develops in-depth study and research on the niche positioning and niche strategy of the newspaper in new era.Based on the sort and sum up of the related literature, this article take the ecological environment factors of the press as the starting point of the analysis of newspaper niche positioning, and give empirical research on the niche status of Beijing newspapers in 2009, and then the corresponding results obtained.The niche positioning in the analysis of newspaper industry, this article will be divided into two parts:niche factors and the Newspaper Press niche dimensions of evaluation. Newspaper niche factors are the premise and basis of the newspaper niche positioning. Making clear of the niche factors is the first step of analyzing the newspaper niche. Newspaper niche dimension focuses on two aspects:niche width and overlap. Niche width explains the width of ecological resources that newspaper enterprises use, and niche overlap reflects the overlap of the use of resources between the various companies. The two parts jointly determine the niche of a newspaper in the ecological environment.In the empirical research, this article develops a research on seven of Beijing newspapers, and analyzes the niche width and overlap of the newspapers under indicators of niche factors. Based on this, this article gives comprehensive data on various indicators, and makes a useful conclusion:the niche of each newspaper is different, and the degree of competition between them is inconsistent; effective niche separation can relieve itself of the pressure from competition. Through the empirical study of the seven newspapers, this article divided them into three categories:wide niche, narrow niche and middle niche, and the intensity of competition between each other are not the same, and subject different competitive pressure.Finally, according to the results of empirical study and the niche orientation combined, this article studies the choice of different ecological strategies based on the various niche conditions:wide niche newspapers choose K strategy to maintain their equilibrium, and maintain their existing market share; the narrow niche newspapers choose r strategy to improve the flexibility and responsiveness to their ecological environment, and constantly discover and tap new ecological resources. Last, for the middle niche newspapers, there are two ways to implement their evolution:niche separation and the expansion of new resources.