Empirical Research On The Competitive Strategy Of Beijing Newspaper Market

Because of the new newspapers'emergence, the development of newspaper industry in Beijing has been very rapid and the competition between newspapers has been sharp since 1990s, which causes many newspaper experts and operators'attention. But the exploration of academic circles is still superficial, especially short of empirical research. This article adopts the approach of positivism to contrast and analyzes the samples of seven newspapers which are typical of market-oriented newspaper in Beijing. It is aimed not only to grasp the status quo and management behavior of the competition of newspapers, but to analyze the problems, on the foundation of which, it analyzes further three basic competitive strategies for the newspaper in Beijing to achieve the competitive superiority: differential strategy, aim-focused strategy, and innovation strategy. This article includes six parts:Part 1: Preface. Introduce the background, purposes and significance of the study. It also briefly discusses the analytical framework of this paper.Part 2:Literature review of competitive strategies. Firstly, we review the basic competitive strategy theory of enterprise, and then we review the competitive strategy theory of the newspaper or newspaper group.Part 3: Describe the overall scale of the Beijing newspaper market and the competition structure. Put forward to the problems existing in the Beijing newspaper competitive market.Part 4: Economic analysis of the operation of the newspaper market. According to the Michael ?Porter's theory of "five-force competitive model" , we get the newspaper competitive model which is used to analyze the public relations among the newspaper, the government ,readers and the advertisers. First, from readers'perspective, explore the option of newspapers through the theory of"using and satisfying", including the affecting factors to choose some media (time, energy, consumption, transaction costs, etc.) and the assurance factors (enhance audience's reading satisfaction). Then from advertisers aspect, establish a game model of decision-making to analyze the advertisers'behavior (advertise or not) so that we can acquire the balance point of the profit and loss for the manufacturers behavior (advertise or not). Finally, from the newspaper itself perspective, we build a profit model in the two markets between the audience market and advertisers market to analyze their economic efficiency and the prices making in different market environment in order to give a reasonable explanation of the pricing strategy.Part 5: Empirical analysis of the competitive strategies of the Beijing newspaper market on the foundation of the cases and empirical investigation. Those are differential strategy, aimed-focused strategy, innovation strategy, among of which, we mainly analyze the differential strategy by the empirical study of the convergence of the Beijing newspaper market. According to the conclusions of the empirical research, we show the different performance of Beijing newspaper market because of taking different competitive strategies. These results are helpful for the government to make the policy of newspaper competition and can supply the significant academics for the newspaper managers to win the competitive superiority.Part 6: Conclusions. Summarize the recommendations and the researches in the future of this topic.