Research Of Differentiation Strategy Of Women Today Weekly

The excessive competition of the newspapering market in our country intensifies the homogenization trend of the news. This is not only reflected in the serious homogenization of the reported content, but also shown in the similarity of the operating pattern, marketing means and other aspects, which causes serious waste of the social resource. As the edge tool to avoid homogenization trend of the news, differentiation strategy has been used for reference in the practice of running the newspaper and advanced the improvement of newspaper's competitiveness.The thesis takes Women Today Weekly as the research object. Based on the research on mass data, through the combination of the case analysis and comparative research, the thesis analyzes the background of the selection of differentiation strategy of Women Today Weekly and the process of implementation of differentiation strategy in depth. Besides, based on the research, the thesis summarizes the experiences and problems.The thesis is primarily divided into three parts.The part of introduction explains the background of selected topic, relevant research summary, research content of the thesis, research method, and significance of research.The main body first starts with the background and analyzes the market cause for Women Today Weekly to select differentiation strategy. Through the entire summary of the newspapering development in our country and the newspapering market in Hunan, the thesis combines with the analysis of the market space of Women Today Weekly and confirms the objective necessity of the implementation of differentiation strategy. Taking differentiation strategy as the theoretical evidence, the thesis processes micro-examination on the specific process for Women Today Weekly to implement differentiation strategy. The innovation of the whole thesis is the research in micro-level on differentiation strategy of Women Today Weekly, which jumps out of the general analysis model of differentiation strategy. Besides, the thesis also combines with the characteristic of integrated daily paper in newspapering market in Hunan and makes comparative research. Finally, the thesis summarizes the successful experience for Women Today Weekly to implement differentiation strategy and points out the problems existing in the implementation of differentiation strategy. It dialectically learns the role that differentiation strategy plays in the marketization of the media and provides positive and negative reference for the women's newspaper to apply differentiation strategy to improve the market competitiveness of the newspaper.The conclusion part makes brief summary on the research results of the whole thesis and points out the problems and defects that still exist.