News Commentary Competitive Strategy Research

Since the 1990s, the increasing competition of media comments has become a distinctive feature in Chinese media. Large numbers of sections, programming about comments appearance in the media. After 20 years of development, our country's news review has crossed communication system, which includes newspapers, electronic media and network media, In addition to the quantitative growth, the competition between media comments also contributed to the upgrading of the comments quality. The point of contemporary media comments is no longer limited to praise, but praise, guidance, thought, interpretation, and criticism, at opinion clear, timeliness, depth, openness has also been made on an unprecedented development.There is a profound reason for the Comments prosperity in contemporary, first, building of a democratic society requires a variety of voices and debate, second, now people have more space to express their opinion. Third we are in society in transition, which makes various contradiction are highlighted .so we required more media, to explain doubt and confusion. On the media itself, at the information time, rely solely on the "panic news" has been very difficult to be successful, creating high-quality reviews have become "sharp weapon" for media to win in the competition.Accompanied by the comments competition in media, some media have to rely on high-quality speech to win the intense media competition; there has been a group of media which make role models for others. At present, there are analyses about successful media in theoretical circles, but analysis of competitive strategy of media comment from a macro perspective is lack, this is the value of this thesis. Thesis in describing the "comments hot" situation, analyze the reasons for "comments hot ", the third chapter as the main article, primarily to take the case analysis. "China Youth Daily", "Nanfang Dushi Bao," Phoenix TV the three as successful media conducted a serious strategies. The three media insist in using comments to create a strong competitive point. They attach great importance to comments contribution to on the media's competitiveness, after a detailed planning for the comments position, scale, the subjects, opinion, etc. they forming its own unique style. So they become the winner for their comments can attract a huge audience or readers.At the same time, we should note that comments have not had full of competition in the entire society, compared with the market's medias, a lot of traditional medias has fall behind in the sharp of opinions .Comments on its own terms, there are still problems, for the superficial and emotional comments, and entertainment questions. Summing up the comment competitive strategy of the successful media to provide guidance to the future competitiveness of the media comment and make them having a more healthy development, so as to promote to build a democratic society, it is the meaning and purpose of this thesis.