中国财经类报纸的竞争战略研究

【作者】 范卫华；

【导师】 马春光；

【作者基本信息】 对外经济贸易大学 ， 企业管理， 2003， 硕士

【摘要】 本论文分三个部分对中国财经类报纸的竞争战略进行了研究。在论文第一部分，笔者首先从中国报业市场的巨大上升空间、报业集团的崛起、都市报的大行其道、财经报的走热市场等入手，对中国报业市场的性质、现状及其发展趋势进行了分析。在此基础上，笔者又进一步从财经类报纸市场需求变大、广告收入快速增长等角度，对财经类报纸的现状和市场空间进行了深入的研究。通过分析，笔者认为，现在财经类报纸市场依然有进入空间，但时间已不多。 在论文第二部分，笔者着重分析了中国财经类报纸的战略选择问题。笔者根据竞争优势理论认为，一个企业所具有的竞争优势和劣势，最终取决于企业在成本领先和别具一格上下了多大的功夫。在分析了财经报纸的行业结构要素及进行了SWOT分析后，笔者指出，财经类报纸要想确立起竞争地位，一方面不能忽略成本领先战略；另一方面，由于财经报纸的特殊性，成本领先战略相对难实现，所以笔者强调，要想在读者中迅速建立起最为主流的形象，尽快扩大市场份额，财经报纸必须选择差异化战略和品牌战略来参与竞争。 在论文第三部分，笔者主要探讨了中国财经类报纸竞争战略的实施问题。通过具体对比各报在管理成本控制，报道内容、报道方式、读者群和广告定位的差异性，以及品牌打造等方面的优缺点，分析了《中国经营报》、《21世纪经济报道》、《经济观察报》各自是如何实施成本领先战略、差异化战略和品牌战略的。在此基础上，笔者接着对本人所在的《中国经营报》的竞争战略进行了详细的个案研究，在对该报的优劣势、机会和威胁进行分析后，笔者对该报的竞争战略的实施提出了一些具体的建议。更多还原

【Abstract】 Focusing on the competition of the finance and economics newspaper in China, this thesis is divided into 3 parts. In the first part of the thesis, the author systematically analyzes the characteristics, the actuality and the development trend of the newspaper market in china, based on with the currently ever-rising demand and the huge potential market, the rapid grow-up of newspaper enterprises, the wide-spread popularity of the urban newspapers, and the substantial increase in the market of the finance and economics newspapers. On the basis of the studies from the demands of the finance and economics newspaper market and its rapid income growth of the advertisements, the author conducts a in-depth research on the actuality of the finance and economics newspaper and its market potential. According to the analyses, the author deems that there is still entrance potential in the finance and economics newspaper market, however, time poses a big pressure .In the second part of the thesis, the author gives emphasis on how to choose the development strategies of the finance and economics newspaper in China, According to the competitive advantage theory, the author holds that the superior or the inferior position of an enterprise is determined by how much effort it puts into the cost reduction or differentiation. After an analysis of the industrial elements of the finance and economics newspapers and using SWOT method, the author points out that if a finance and economics newspaper enterprise wants to establish the competitive positions, one cannot neglect the fact that on the one hand, it is necessary to adopt the cost advantage strategy, on the other hand, cost advantage strategy is hard to realize because of the particularity of this kind of newspaper industry. Therefore, the author emphasizes that if the finance and economics newspaper wants to gain rapid popularity in the readers’ eyes and enlarge its market share as quickly as possible, it must choose the differentiation strategy in the competition.In the third part, the author discusses the implement way of the competitive strategies among finance and economics newspapers in China. By concrete contrast between newspapers in such aspects as managing cost control, report contents, report mode, reader group, the difference in advertisement orientation, trademark creation and so on, the author puts forward suggestions on how the three major finance and economics newspapers including China Business, 21CN Business Herald, the Economic Observer execute their cost advantage strategy, the differentiation strategy, and the quality strategy. Based on that, the author continues to make detailed case study on the competitive strategy by China Business in which the author works. Finally the author puts forward specific suggestions for China Business newspaper based on the analysis of its strengths, weaknesses, opportunities and threats faced by this newspaper.更多还原