Research On Advertising Competition And Development Of Media Industry Based On Niche Theory

Since the reform and opening up,news media has entered a stage of rapid development,media types and numbers are growing,media competition is also becoming increasingly fierce.While promoting the innovation and evolution of the media,it has also caused ineffective competition and vicious competition,which will ultimately affect the overall benefit of the media industry.In addition,the rise of the Internet has brought great impact and challenges to traditional media,and the existing status of traditional media and the coexistence of the old and new media have become hot topics.There,in the increasingly fierce competition of media and the media industry is undergoing rapid and continuous change of the pattern background,discusses the present situation and the trend of media competition is the present value and forward-looking significance.Advertising resources,as a key resource for the survival and development of media,has always been the focus of media competition.Through the analysis of the competition of media advertising resources,it will be helpful for further perspective of the overall picture of media industry competition.Niche is an important concept in the field of ecology,which accurately describes the sum of living condition of biological units.It can represent the specific resource space of the individual or the population,and has an unique interpretation function for the problems of competition,coexistence and evolution.At the same time,it has provides a new research perspective for media competition research.We can according to the three important concepts in the niche theory,the niche breadth,niche overlap and niche competitive advantage to measure dimensions(advertising,media content,time spending,satisfaction and opportunity)on the ecological niche of media resources,then analyze the competition and coexistence of media.Among then,niche breadth measures the extent and diversity of resources available to the media.Niche overlap measures the similarity of different media utilization resources,it also reflects the intensity of the competition.Niche competitive advantage is a supplement to the former two,which reflects the advantages and disadvantages of the media utilization of resource model.Through these three variables,the competition of Chinese media industry can be quantitatively analyzed.In this paper,based on the ecological niche theory,through the literature material method,statistical analysis and comparative analysis,on TV,newspapers,magazines,radio and Internet media advertising resources niche between 2006 and 2015 were measured and analyzed,and then discusses the present situation and the trend of media industry competition.It is found that different media have different modes of advertising resource utilization,and they have different key advertising revenue sources that depend on survival and development respectively.On the niche width,television has been affected by the network media and the ecological niche has been declined;the newspaper is actively exploiting niche breadth to gain more living space;the niche breadth of radio and magazine media is at the forefront and tends to increase,it reflects the dispersion characteristics of their advertising resources market;The niche breadth of advertising resources in the network media has experienced frequent and large fluctuations,which is a process of continuous groping and growing of network media.On the niche overlap,the ecological niche overlap of all media in advertising revenue industry shows an increasing trend,which reflects the increasingly fierce competition situation of media industry.Among them,newspapers,magazines and broadcast are each other,s biggest competitors.The Internet media has caused a great impact on the traditional media,among which the biggest impact is on TV.Currently,TV media and Internet media are the most competitive.On the niche competitive advantage,the status quo is the largest on TV,Internet media comes second,followed by newspaper,and finally magazines and broadcast.Over time,however,this pattern is changing.Now,network media shows great development potential,the position of television is in the danger,the newspaper,s competitive advantage is losing and its living space is severely challenged.Based on the current situation of advertising niche competition in the media industry and the niche characteristics of different media,this paper believes that different ecological niche strategies can be adopted them.Among them,the TV can adopt the ecological niche generalization strategy to improve the ability of adapting to the environment and the strategy of niche separation to reduce the confrontation with the network media.The magazines and broadcast can adopt niche specialization strategies to reduce the ecological niche overlap with strong rivals and adopt niche enhancement strategies to enhance competitiveness.The newspaper can adopt niche enhancement strategies to optimize its niche and adopt the strategy of occupying the niche to size the niche market.The Internet media can take the maintenance of actual niche to protect its competitive advantage and create new niche space to occupy more empty niche.These strategies are based on the status and characteristics of the media and have certain reference value.In addition,whether it is to analyze the competition situation of media industry,or to explore the competitive strategies of different media,it is in essence to achieve the overall health and sustainable development of the Chinese media industry.Therefore,in the end of the article,this paper proposes a sustainable symbiosis model between media based on the theory of symbiosis.To be specific,we can construct the shared symbiosis model in the media population,construct complementary symbiotic model between different media populations and construct a fusion model between old and new media.The construction of these symbiosis models can realize the competition in the media cooperation,cooperate better in the competition,and realize the rationalization of resource allocation and the maximization of media benefit,and finally achieve the sustainable development goal of the media industry.This paper has some theoretical and practical significance.In theory,based on the niche theory to discusses media competition,we can enrich the theory of media industry organization.From a practical point of view,it is of great practical value to discuss the current situation,characteristics and trend of advertising resources in the media industry,to analyze the competitive strategies of different media and to think about the symbiotic mode of sustainable media industry.