On The Manaement Tactics Of Metroolitan Journals In Local Market

·Metropolitan journals are straying to market operation step by step because of intense marketcopetition; they are not only faced with the competitors of TV and networks ect. but also thecompetitors of the same trade. Therefore, metropolitan journals must follow a localmarket-oriented operational strategy to dominate the market and prevail over competition.Chengdu Business, growing up in the process of marketilization of the media and exploring abusiness strategy suitable to its development under the market’s guidance, holds advantageslightly over other metropolitan newspapers in Sichuan province, esp. in Chengdu at present.Through stastical method and spot field investigation etc., the author intends to make atentative study on the business strategy of Chengdu Business and provide some referencialexperience to other metropolitan newspapers’ local market management strategy.This paper intends to carry out the systematic analysis in four parts.The first part is introduction, which is mainly presenting the reason, background, summary,research method and value of the selected topic.The second part intends to study on the operational management strategy in terms of theoryand summarize the market management strategy in terms of market and media market,management strategy and introduction to local market research of metropolitan newspapers.The discourse on market and media market intends to focus on the characteristics and rules ofmarket and media market. For the market management strategy, the summarization of manyscholars’ opinions on management strategy will be carried out. And the operationaladvantage of metropolitan newspapers and introduction to Chengdu media market will bearranged in the introduction to local market research of metropolitan newspapers.The third part is the focal point of this paper. This part intends to deliberates on the ChengduBusiness’s characteristics of local market management strategy by quantitative analysis. Andthis part will be divided into four sections, which are introduction to Chengdu Business, local competitive strategy of Chengdu Business, local commercial strategy of Chengdu Businessand local service strategy of Chengdu Business respectively. The first section will be mainlyon the development history and publication aim of Chengdu Business. The second section willexplore the concrete local competitive methods starting with the compitition pattern of localmedia compitition in Chengdu. The third section will be the analysis on local commercialstrategy starting with column differentiation, operational management, development of digitalnewspapers, circulation in pluralism and serving the local advertising companies. The fourthsection will put emphasis on Chengdu Business’s service awareness for local market and localaudiences and the deep sense of social responsibility.The fourth part intends to study the management mode of operational defficiencies ofChengdu Business’s local marketing and the defficiencies of this study.