Metropolitan Newspapers In China Development Dilemma And Counter Measures

In the mid1990s, urban newspapers appear, as a newspapermarket survival, with its lack of citizenization newspaper orientation,fresh and rich life breath news content and new operationmanagement idea, grows quickly, in the process of reform andopening up to a Chinese newspaper brought "catfish effect".The development of metropolitan newspapers that China’snewspaper market be revitalize constantly, newspaper structureoptimization and adjustment. Market consciousness, newsconsciousness, reader consciousness, service consciousness ofChina’s newspaper speaking before the concept of the "strange"relative because the appearance of urban newspapers in marketcompetition by one by one practice; Newspapers are a commodity,newspapers only to meet market demand to better achieve social andeconomic benefits etc concept in newspaper field gradually berecognised. Metropolitan newspapers and given impetus to thedevelopment of China’s newspaper market industrialization.But, based on many factors, urban newspapers after beendeveloping fast, right now facing many difficulties. First of all, forthe performance of the metropolitan newspapers caused by readerspositioning convergence in contents, means and other aspects ofmarketing homogeneity competition. This kind of competition led topress malignant competition, waste of resources and the weakeningof the newspaper influence produced. This paper through analyzing should get rid of homogeneity competition into the differentiation ofcompetition, and the difference of stage set fundamental policy is toestablish urban category specific objectives readers, newspapercompared with other newspaper readers form "audience interval".Then city newspapers around the selected target readers again for thecontents of a newspaper, the marketing operation and other aspects ofascension and improved, so that the newspaper every relevant squarebenefit maximization.Second, the development of new media on urban newspapersformed directly impacts and challenges, in the latter the readers andadvertising market formed shunt. This paper thinks, to this, urbannewspapers should strengthen and improve their own credibility tothe maintenance of the traditional advantage; On the basis of newmedia strengthen with the level of integration, make full use of newmedia in urban newspapers are mining potential user resources,positive reference and using new content forms or marketing methods,in order to strengthen and improve urban newspapers in the contentperformance and advertisement marketing the pertinence andeffectiveness when, thus make urban category in new media timesnewspaper can keep traditional advantage in the basis of thedevelopment of get further. In the end the paper thinks, in mediaconvergence trends, city newspapers under the role of media contentproviders to convert will also is a big trend.For today’s metropolitan newspapers, get rid of it in thedetermination of the homogeneity competition, on the basis of specific target readers established differentiation competition strategy,conquers competitive advantage, at the same time the attention toraise new media development and utilization of the level of newmedia in order to improve, with the help of urban newspapers in thecontent performance and marketing operation, etc, strengthening theeffectiveness and relevance of internal quality improvement, will beout of the current predicament urban newspapers the inevitablechoice.