Provincial-level Metropolitan Regional Development Strategy

The provincial capital market which the provincial city newspaper used to depend on for existence hasbeen difficult to provide more market potential and even faced the threat of nibbling away because of thefierce competition from metropolis daily of the same city and the rapid growth of new media.In addition, with the rapid growth of evening newspaper of the developed city-regions, the localmarket gradually form a situation that one mainstream newspaper in one city. In contrast, the disadvantagesof provincial city newspapers as overextended, target market scattered and lack of the urban core newsresources exposed increasingly, they have become more and more difficult to compete for the advertisingresources in the regional market.March towards the prefecture-level city and speed up the process of regional development has becomethe urgent choose of the provincial city newspaper.However, compared with the provincial capital they have been managed for several years, theprefecture-level city is a brand new field. It’s necessary to make effective development strategies to openup it. On one hand, provincial city newspapers should accomplish the progress in localization as soon aspossible and adjusting to the local market from every aspect; On the other hand, they should use their ownbrand advantages accumulated in many years, give full scope to the brand effect, open up new market withthe aid of the brand power.The main body of this paper is divided into three parts.Part I, The current situation of the regional development of provincial metropolis daily. The regionaldevelopment of newspaper is the space tendency of the development of China’s newspaper in recent years,also is some kind of “area bomb” in the industrialization operation of a newspaper, that’s advertising typeof operation method. The regional development of newspaper is the deeper stage of the area development,it emphasis on the concept of target market. The keen competition of the market requirement provincialmetropolis daily must pay attention to the cost control, and the pursuit of advertising profit maximization.The founded of local version is the beginning of the development strategy of provincial metropolis dailyand also the common choice at present. Huaxi Daily was the first one to take action in the local version of the metropolis daily domestically, and so was Heluo Today which is the Luoyang version founded by Dahenewspaper. In addition to founded local version, Provincial brand metropolis daily found newspapercooperated with local daily is also and important way of theregional development of the provincialmetropolis daily. Such as Southern daily and Xijiang daily cooperation "Xijiang Daily model", Dazhongnewspaper group peninsula media and Weifang newspaper group cooperation pattern, etc.Part II，the practices and characteristics of regional development of Dahe Daily.As a provincial metropolis daily first published in1995, and after more than ten years of strenuousefforts, Dahe Daily has already become a famous brand issued more than1000,000. However, under thepressure of the fierce competition, gradually adjust the strategy of the target market for the wholeprovince, pay attention to the development of regional strategic however further. The first step toimplementation of regional development strategy is to establish Lucheng News in Zhengzhou market, Thenset up Kaifeng and Luoyang studio. And open up kaifeng single-minded board in Lucheng News. Foundedthe Luoyang edition HeLuo Today in2011, From the point of view of the business integration editors,could say is in the first worthy of the name local edition in the history of Dahe Daily, it has the meaning ofthe milestone of of the regional development process of Dahe Daily and also formally lifted its foray intothe prelude of the class the market. And the difference between general provincial metropolises daily isHeLuo today are not limited in the central market Luoyang, also covers several other western cities asSanmenxia, Jiyuan, Jiaozuo. From the arrangement of market, HeLuo Today is a regional distribution ofcolor with local version.Part III，The competition strategy of Provincial metropolis daily to the local municipal mainstreamnewspaper. The market of the provincial metropolis daily directly to a city, first should realize that willinevitably encounter with local combat advantage of local newspapers. In the competition with mainstreamnewspapers in local cities, provincial metropolis daily first should complete the change of localization andthis is also the regional development prerequisite and one of the core contents. Realize localization shouldnot only develop accord with the actual local compiler, advertising and distribution policy and service theregional culture fluctuate excavations, in the process of regionalization of provincial metropolis dailyshould learn to use the aids of its own brand advantages, enhance competitiveness especially. Compared tolocal newspapers, Provincial metropolis daily has a long-term accumulation and has become a brand of culture of the whole province with a high profile, reputation and loyalty in the readers mind. At the sametime, the provincial metropolis daily also accumulated the rich operation experience, human resources andactivity brand advantage in the market segment and use special brand planning all kinds of industryactivities. These provincial metropolises daily can fully reference and use up in the process ofregionalization,to improve its market competitiveness. In addition, because of the most difficult open up anew market, provincial metropolis daily should take positive strategy in both news reports internally orrelationships with other units.