Media Positioning Research

Based on the original description of Positioning from Marketing Management, combined with the theory of News Journalism, Communication, Media operation & management and many cases in the newspaper industrial, the thesis carried out the research of Media Positioning. It tries to analyze what a newspaper positioning includes, how a newspaper adjust its position to the changing market and what problems should be advoided when media positioning.The thesis points out that, Media Position includes role position, audience position, content position and competition position. Role position is the fundamental position, audience position is the core position, content position is the key position, and conpetition position is a position which make sure the position against competitor in the market. And the position adjustment includes the adjustment of a newspaper(little adjustment and re-position)and the adjustment of a series of newspaper(position combination and position split). And the result of position adjustment is to form newspaper series. There are several problems when media position, including audience position is too consentrated on "mainstream", position is too extensive, position often changes, position conflit, position communication unexpected and so on.