A Thesis On The Competition Situation And Form Of City Newspapers Of The Newspaper Market Of Hefei

By systematic analyzing the competitive environment, relationships, pattern of regional newspapers, this thesis tries to answer the question "how the competitive situation of Daily Newspaper in Hefei Newspaper Market?"This thesis considers that the competitive of daily newspaper mainly occurred in the region, specifically influenced by regional economic development and regional cultural formation. In general, the center city is the major battlefiled in the competition of daily newspaper. Based on typical significance of the daily newspaper in regional market competition, this thesis takes daily newspaper in Heifei newspaper market as object of study, and detalied analyses the competition state of Hefei newspaper market.According to three elements in competition, it will be divided into three parts which are research on competition participants, research on competitive environment, and research on competitive relationship. Take Hefei newspaper market as an example, there are five daliy newspapers that have joined the competition. The five daliy newspapers are Xinan Evening News, Hefei Evening News, Anhui Business Newspaper, Anhui Marketing Newspaper, Jianghuai Morning News. Hefei is a modest city, and the economic development is relatively not very high, however there are five daily newspapers in this city. In this thesis, the "Five Force Model" put forward by Michael E.Porter has been adopted to anaysis the competition of Hefei newspaper market. Either from the competition-motivation among rivals or bargain ability of suppliers, Hefei newspaper market reflects that the competition environment in which the five daily newspapers joined is poor.With the relevant data analysis, the daily newspaper in Hefei newspaper market is under special stage. Hefei Evening News, Xinan Evening News and Anhui Business Newspaper make up the top three places of advertisement market share in Hefei area. According to Lanchester's Law, Anhui Marketing Newspaper, Jianghuai Morning News is left far behind in advertisement market, they have basically no opportunity to surpass. The problem discussed in the third chapter, which is how the competitive relationship among the five daily newspaper in Hefei newspaper market is the core problem of this thesis. By analyzing the page layout of the five daily newspaper, the thesis obtains three kinds of competitive relationships ocurred in Hefei newspaper market. Firstly, Compared with other newspapers, Hefei Evening News which is the only one published in the afternoon, its competition of is quite realtively weak from the arragement of news and page layout. Secondly, the page formation of Anhui Marketing Newspaper has certain uniqueness, and the competition with other four newspapers is under middle level. Lastly, because of the similarity layout and homogenization problems in Xinan Evening News, Anhui Business Newspaper, Jianghuai Morning News, the competition amaong them are very fierce.In this thesis, the battle for Hefei market is the important thing for Hefei daily newspaper. Xinan Evening News and Jianghuai Morning News are in the period of "Attacking", while Hefei Evening News and Anhui Business Newspaper are in the period of "Defencing". Now faced with fierce competiton, each newspaper takes two different competitive tactics. One is the "localization", including Hefei Evening News, Xinan Evening News and Jianghuai Morning News, and the other is "differentiation" which Anhui Business Newspaper takes. When this thesis had done, Anhui Marketing Newspaper has not yet revised, the competitive tactices have not defined. Therefore, further research is urgently needed.