Competitive Strategies Of Xin'an Evening News

An analysis of the competitive strategies of Xin'an Evening News is carried out step by step in this thesis.In the first chapter, the current media environment in Hefei and the competing surrounding around Xin'an Evening News is clarified through analyzing the route of development of Chinese evening newspapers and the new media. The competing environment that Xin'an Evening News are confronting in newspaper market of Hefei is synthesized as follows:Xin'an Evening News had only the competition from Hefei Evening News subject to institutional newspaper of party committee before 1999; but as the emergence of city newspaper, the competing environment of Hefei newspapers became keen and the Xin'an Evening News had to publish its papers in the morning since 2005. In recent years, the development of new media was strong and the traditional newspapers in Hefei were challenged by these new media. Every newspaper stations were developing their own digital publication websites, mobile newspapers as diverse strategy. In the second chapter, the intra-specific and inter-specific competition situations of Xin'an Evening News are analyzed from the view of media ecology. The intra-specific competition is the competition between different Hefei newspapers, including Hefei Evening News, Anhui Business News, Anhui Market News and Jianghuai Morning News. Lanchester law was employed to analyze the situation of intra-specific competition that Xin'an Evening News encounters. Xin'an Evening News gets an advantageous position in the intra-specific competition and builds up a good resource basis for the inter-specific competition. The convergence of three nets is proposed to be completed in 2015, but newspapers do not have advantage in the inter-specific competition, including Xin'an Evening News. According to the situation of development of media, there is a natural rule in inter-specific competition, that is, the media which has advantage in technology also has advantage in obtaining resources. However, other media in disadvantage can get the space for development through their particular features. Therefore, like other kinds of paper media, Xin'an Evening News has to develop its own characteristics to get its survival space or improve its technology to get technological advantage in the future competition. In the third chapter, it is analyzed that Xin'an Evening News made great achievement in the institution of edition and management through the strategy of differentiation and the strategy of localization. In the editing institution, Xin'an Evening News firstly imports and cultivates new excellent persons, and works hard in news design, peculiarity of news and depth of news in order to avoid homogeneity. Secondly, in the reform of 2009, the flexible group is formed in order to deal with news from unique angles. Thirdly, director Wu Guohui puts forth the scientific news collecting and editing institution to avoid homogeneity. However, the news collecting and editing process cannot be fundamentally changed because all newspaper station use the same news resources and face the same audience. In the management institution, a new financial management mode was developed so that it is not limited to the level of financial accumulation based on the self development. Besides that, Xin'an Evening News takes its financial advantage to enhance its industrial management. On the one hand, it purchased the World Newspaper and others to form an industry group in order to take complete advantage of resources, reduce the cost and increase the scale of industry. On the other hand, it turned to investing into other industries, like the industry of publication, because the destiny of publication industry is combined with that of newspaper and others like cultural industry, estate industry and tourism industry. In the inter-specific competition, the diverse media strategy of Xin'an Evening News made it transformed successfully while others were declining and made itself have more opportunities for the future survival.Finally, the advantages and disadvantages of the Xin'an Evening News's competing strategy was valuated. Finally, wish the import of foreign finance into Xin'an Evening News will be able to resolve the problem of simplicity in finance for China newspaper industry and promote the development of the whole industry.