The Influence Analysis Of Homogenization On Newspaper Industry Competitiveness

Homogenization competition is universal in metropolitan newspaper industry in today's China.Newspaper organizations imitate each other,lack of distinct and unique notable difference.As competition intensifies,every big city has a number of similar metropolitan newspapers.Both reports,page setup,presentation style, and newspaper positioning,target audience,business model have a high degree of convergence.Newspaper homogenization has historical and reality reasons, such as newspaper rigid system,a single source of information,consistent time of publication,identical of newspaper positioning,the convergence of reporting and value judgment,and so on.Homogenization impacts greatly on newspaper industry competitiveness,and it's not conducive to the healthy and sustainable development of newspaper economy. Though it has a certain degree of inevitability and rationality,can meet readers' demands,increase market coverage,lower readers' cost,and avoid the risk of innovation.However,homogenization has more negative impact.It will lead to lose readers,increase substitutability,compete intensely,lower newspaper overall competitiveness,weaken newspaper brand image,and so on.In order to effectively avoid homogenization and build competitiveness, newspaper should consider the real needs of readers,concern about the trend of competitors,position effectively,integrate resources,stimulate the creative staff, upgrade newspaper quality,build good relations with readers,and create brand competitive advantage.