The Differentiation Of Comprtitive Strategy Research On Local Newspaper Groups' News Client

In 2015,the development of China's mobile news client shows a blowout trend.The Chinese traditional media have to enter into the field of mobile news client which is regarded as the new Blue Ocean.Among them,as the representative of the local newspaper group news client,"PengPai" News,"BingDu" News,"ShangYou" News,"JiuPai" News and "WuJie" News depend on the traditional newspaper industry system to transform and build.Soon them become the focus the industry and the users concern.However,in the process of developing the news client,they have exposed the problem of homogenization.Therefore what kind of differentiated competitive strategy to adopt in future survival and development is the focus of this paper.This paper will use some cases and data of local representative news client for quantitative and qualitative analysis to make the paper more convincing.In the first and second chapter,the paper will summarize the status quo of homogeneous competition of the local newspaper group news client on the basis of scholar's research on the homogenization of mobile news client.Then the author will focus on analyzing the orientation,the content,the design of product and the marketing methods which are four aspects of homogeneity.It is the diagnosis of disadvantage of the entire local newspaper group news client and the reality basis of this paper.The serious problem of homogenization will inevitably lead to differentiate competition among major news client.The third chapter will analyze the necessity of adopting differentiate competition from inherent requirements of the communicating law,breakthrough of news content and characteristics of the new media.The news clients which are built with effort by the local traditional newspaper group have unique advantages such as local resources,media integration,human resources,financial support and communication.It will be explained in the fourth chapter.In fifth chapter the paper will focus on the specific measures about how the local newspaper group using differentiate competition in the news client.First of all,the newspaper group should position different market according tothe specific communicating status quo.Besides they also could create vertical and characteristics columns relying on different resources.Then the newspaper group should pay attention to the difference of news products.The major local newspaper group could mine their own exclusive news,improve the proportion of original news,pay attention to local news,highlight the characteristics news,and make efforts on news information processing,planning and report.The local newspaper group also could make differentiated choice on communicating forms.VR,video broadcast and graphic composition could be used according their own technical support and manuscript requirements.In addition,the local newspaper group should concern users' experience.They can not blindly follow common news client model design in the market.On the contrary they should focus on interactive design combining with the analysis of large data to build a feedback platform for users.Finally,this paper studies the popularization system of news clients of local newspaper group,and puts forward to use social media,business platform and local resources to expand influence.