A Study On The Competitive Strategy Of "City Weekly"

With the continuous development of China’s newspaper industry, in recent years the national each big newspaper groups in the city newspaper, evening outside the market actively open up city weekly market, in order to fill the blank of the original newspaper content in life service information market. In this paper, the Hangzhou daily newspaper group’s "Hangzhou Magazine" as a sample, using strategic management theory, combined with the "Hangzhou Magazine" industry environment and its own characteristics, through the analysis of their own advantages and disadvantages, on the face the challenges and opportunities, and puts forward some constructive ideas, to provide a theoretical basis for the "brand building and the development of urban weekly" grew, and hope to the newspaper and other same type units of competitive strategy to provide inspiration and reference.The main part of this paper is divided into six chapters, the purpose and significance of the research background and research topic for the paper’s first chapter. The second chapter is the summary of the theory, including the use of the PEST tools, Potter’s five forces model, and SWOT analysis and value chain theory briefly. The third chapter is the macro environment for " Hangzhou Magazine ", use the PEST tool to analyze the " Hangzhou Magazine "; for the analysis of industry environment is the Mr. Potter’s five forces analysis model; analysis of the value chain and the " Hangzhou Magazine " for a specific internal conditions, and make SWOT analysis on it, the opportunities and threats. Fourth pieces of paper " Hangzhou Magazine " competitive strategy choice and the current status of implementation. The fifth chapter puts forward some suggestions for the "Hangzhou Magazine " competitive strategy. The sixth chapter is the conclusion and Prospect of this paper.