Research On Compettitive Strategy Of Nanchang Economic Evening Paper

With the development and progress of the society, the newspaper industry of China not only has faced fierce and existed competition within, but also responded to the newly rising news media that have become full-fledged and more and more mature readers. So many challenges decide that the industry has to take reform measures. For the current operation of the traditional newspaper industry, its competition tends to focus on some superficial levels like contents enrichment, column expansion, which will be easily imitated and defeated by its counterparts and will lead to poor long-term development without scientific and systematical planning. Therefore, solving strategic problems come far more before resolving tactic problems. Practice has proved that newspapers with clear strategic analysis always can give them certain advantage over their counterparts.This paper takes a 20-year old local newspaper of economics, an evening economics newspaper, as example. By analyzing the status quo and the future development of China's newspaper industry, adopting techniques which are combinations of case study and reference as well as macro and micro, comprehensively employing theoretically analytical tools such as corporate strategic theory, press dissemination theory and economics and management theory, this paper gives the evening newspaper an in-depth strategic study and works out detailed measures to guarantee the implementation of its competitive strategy. Strong practicability and feasibility of the above competitive strategy gives decision support to the management of the evening newspaper as well as advice to other local economics newspapers.This paper not only demonstrates that competitive strategy theories that are applied to the news media work effectively, but also answers some disagreements about the future development of newspapers for academic circles indirectly, and draws a conclusion that carrying right and effective competition strategy measures can make paper industry prosper forever.