Beijing Metropolitan Newspapers Core Competitiveness Study

In this article, I demonstrate the six theories about core competence of the metropolitan press:Ⅰ. The metropolitan press trade of Beijing have a large space to develop, but they face cruel competition. The newspapering of Beijing is a promising industry and it still owns vast development space. However, Newspapering will also incline to natural monopolizing industry which will make the competition the Beijing metropolis newspapers faces will become even crueler.Ⅱ.Metropolitan press has unique value chain. The main actions of newspaper could be divided into two chains: write- edit- print- publish- reader service and write- edit- print- publish- advertise- advertisement customer service. Among them, write- edit stage is the main stage of producing newspaper core production.Ⅲ.The core production of the metropolitan press is the newspaper content. Beijing Evening has the core production of "news + information". The core production of Beijing youth is the deep report of the news. Jinghua Times places "fast food news" as its core production. In contrast, other metropolis newspapers haven't form a unique competitive core production. Core production--the content of newspaper--forms two terminal productions in two markets: newspaper and advertisement page. The content of the newspaper decides whether the reader would notice the newspaper, it also decides the value of the advertisement page in the advertising market.Ⅳ.The core production of metropolitan press, comes from core competitive capability, is the source of metropolitan competitive advantages. The core competition capability of the metropolis newspaper has the features of high value, uniqueness, ductility etc. The establishment of core competition capability has an important strategic meaning to the long-term development. The core competition capability is "news planning ability+news editing ability ". Beijing Evening Beijing Youth and JingHua Times have the same core competition capability-news planning ability, news gathering ability, and news editing ability. The only difference is the emphasizing point of the core competition capability.Ⅴ. Good human resource management mechanism and creative mechanism is the cradle of cultivating core competition capability of metropolitan press. On the aspect of talented person storing and human resource management mechanism, the newspaper should reform the system of personnel management, and create a system to generate excellent talented person. Secondly, the newspaper should strengthen the development of human capital to cultivate powerful company culture and to built study-type structure. Thirdly, integrate distribution system. On the aspect innovation establishment, the newspaper should cultivate a innovative company culture circumstance, and built a creative, awarding and stimulating system.Ⅵ. Adaptive system is the base of human resource management mechanismand creative mechanism. The cultivation of core competition capability of newspaper needs the cradle of good human resource management mechanism and creative mechanism. Moreover, good human resource management mechanism and creative mechanism are born in good newspaper office management structure. As a result, metropolis newspaper needs to modern firm system, and then establishes good human resource management mechanism and creative mechanism.