Research On Development Strategies Of Metropolitan Daily From A Core Competence Perspective

Since the “West China Metropolis Daily” was published in January1995，China’s urban newspapers have gone through nearly20years of development。Urban newspapers’ emergence and development not only broke the traditionalpattern of Chinese newspapers，but also quickly occupied the biggest share of theChina’s newspaper market。Urban newspapers make it real to do with the public’sdaily life。The thought of running the newspaper also implements the revolutionarytransformation and the profound transformation of media management way。Urbannewspapers open up a new generation of the wind，as well as its unique to the pressin China。Urban newspapers promote China’s newspaper industry to the process ofmarket-oriented operation， it will be the development of China’s newspaperindustry。 However，in these years of urban newspaper’s development，manyproblems also gradually emerged. In the current media environment, how to makeurban newspapers for new development in the market? That’s why I choose this titleand it’s my writing purpose。In my writing，this article is according to the logical train of thought “askquestions-analysis problem-problem solving”。 This paper takes “InformationDaily” in Jiang xi Province as a case study。Analyze of the urban newspaper’sproblems and difficulties in the process of development，and analyze the corecompetitiveness of the press as the breakthrough point。Try to put forward thecorresponding countermeasures about urban newspapers’ development in today’smedia environment.First, in the first chapter and the second chapter of the paper，I made asummary of the relevant research at home and abroad and the related theoreticalknowledge part of the paper。In ord to lay a solid theoretical foundation， whichcontributes to the empirical research。Second, in the third chapter of this paper，is the summarize of Chinese urbannewspaper’s main problems in the current development。I generalized three bigproblems of today’s urban newspapers：“homogeneity” phenomenon，“philistinism” phenomenon，and the challenge of the new media。Third，in the fourth chapter of this paper，is the analysis of the urbannewspaper’s connotation of core competence。Reference to relevant concepts injournalism，communications，marketing and newspaper organization’s own actual，put forward seven elements of the core competitiveness in the urban newspaper：leadership，organization management，staff，production capacity，circulation ability，marketing ability and the newspaper industry culture。Fourth，in the fifth chapter of this paper，is the further analysis of the constituentelements of the core competitiveness to urban newspapers。 Put forward sixinnovation in upgrading core competence of urban newspapers： the productinnovation，the management innovation，the development path innovation，the newspaper industry system innovation，the talent cultivation innovation，and thenewspaper culture innovation。Finally，interpret the “Information Daily” as the form of case analysis under theperspective of“core competence”。In an effort to find out the key elements of foundand enhance the core competitiveness from its growth process，and try to find outsome regularity。I hope that through the case study of the “Information Daily”，thispaper could provide reference value about the new information and new ideas tocurrent and future urban newspapers。Especially in the factors of urban newspapers’implementation of reform and innovation efforts，my study could provide broadenhorizons，enlightenment thinking and the correct path choices。...