Analysis For Competition Advantage And Strategy Of "Nanguo Morning Paper"

This thesis absorbs theories of value-chain, competition advantage and strategy and analysis method of SWOT into newspapering manage. We analyze the re-construction, conformity and increment of newpapering value-chain, meanwhile we analyze and summarize the competition advantage of "Nanguo Morning paper" with the theories of above mentioned and communication, marketing theories. In the research we used the positive method.We believe "Nanguo morning paper" has advantages in audience market, message and news service, press ability, publish channel, advertising and social effect. We get those conclusions through the analysis of audience research statistics.The thesis analyze the reasons for the competition advantages of Nanguo morning paper and get some rules of getting competition advantages for city-paper as follows:①making full use of marketing chances;②having proper service orientation;③making good use of social resources;④having distinctive news and message products;⑤having creative organization cultures and manage mechanism;⑥consummating, integrating and optimizing value-chain;⑦making perfect long term developing strategy.