Study Of The Competitive Strategy Of The Chinese Financial Newspaper

Focusing on the competition of the finance and economics newspaper in China, this thesis is divided into 3 parts. In the first part of the thesis, the author systematically analyzes the characteristics, the actuality and the development trend of the newspaper market in china, based on with the currently ever-rising demand and the huge potential market, the rapid grow-up of newspaper enterprises, the wide-spread popularity of the urban newspapers, and the substantial increase in the market of the finance and economics newspapers. On the basis of the studies from the demands of the finance and economics newspaper market and its rapid income growth of the advertisements, the author conducts a in-depth research on the actuality of the finance and economics newspaper and its market potential. According to the analyses, the author deems that there is still entrance potential in the finance and economics newspaper market, however, time poses a big pressure .In the second part of the thesis, the author gives emphasis on how to choose the development strategies of the finance and economics newspaper in China, According to the competitive advantage theory, the author holds that the superior or the inferior position of an enterprise is determined by how much effort it puts into the cost reduction or differentiation. After an analysis of the industrial elements of the finance and economics newspapers and using SWOT method, the author points out that if a finance and economics newspaper enterprise wants to establish the competitive positions, one cannot neglect the fact that on the one hand, it is necessary to adopt the cost advantage strategy, on the other hand, cost advantage strategy is hard to realize because of the particularity of this kind of newspaper industry. Therefore, the author emphasizes that if the finance and economics newspaper wants to gain rapid popularity in the readers' eyes and enlarge its market share as quickly as possible, it must choose the differentiation strategy in the competition.In the third part, the author discusses the implement way of the competitive strategies among finance and economics newspapers in China. By concrete contrast between newspapers in such aspects as managing cost control, report contents, report mode, reader group, the difference in advertisement orientation, trademark creation and so on, the author puts forward suggestions on how the three major finance and economics newspapers including China Business, 21CN Business Herald, the Economic Observer execute their cost advantage strategy, the differentiation strategy, and the quality strategy. Based on that, the author continues to make detailed case study on the competitive strategy by China Business in which the author works. Finally the author puts forward specific suggestions for China Business newspaper based on the analysis of its strengths, weaknesses, opportunities and threats faced by this newspaper.