【作者】 陈强；

【导师】 季水河；

【作者基本信息】 湘潭大学 ， 新闻学， 2007， 硕士

【摘要】 免费报纸又称"地铁报",始自外国报业实践,并在近几年全球报业萧条的大环境下,异军突起,逆势上扬。免费报纸是指面向社会公开发行,以营利为目的,以刊载新闻信息、广告为主的,无需付费即可获得的报纸。作为一种有自身内容特征的报纸形态,免费报纸有其产生发展的特殊运营模式,反映了当前社会和读者变化了的需求,顺应了市场规律,代表着一种新的办报思路。如今,免费报纸已在我国报业市场崭露头角,作为一种新力量,参与到报业竞争中来。纵观目前国内免费报纸发展,已渐渐不再是地铁报同义词,开始突破"地铁报"的限制,表现出从"地下"(地铁)到"地上"的趋势;开始改变补充、附属的地位,显现出从被动的、防卫模式过渡到主动扩张的态势。探讨免费报纸发展,不能忽视与之相关的报业竞争环境。这其中不仅有政治与法律、经济环境等宏观因素,还有竞争者、供应者、顾客等微观因素。分析其环境因素可以清晰看出免费报纸面临的机会与威胁,优势与劣势。在中国,免费报纸不仅面临着发行损耗的现实课题,同时还要面对以都市报为代表的传统媒体的反击、网络媒体等新型传媒的快速增长。因此,在竞争激烈的媒介环境下,免费报纸的发展需要有进一步的竞争策略。例如进行正确的市场细分、定位,以开拓新的空间;确保"新闻纸"的特质,吸引受众的关注度;选择由报业集团创办或归入某大报旗下以突破瓶颈;精确营销,重视有效发行及良好的成本控制;在信息时代,免费报纸自然也要贴近其读者群──"网络时代"读者的思维和阅读方式。可以预想,免费报纸将为中国报业开创一片"蓝海",成为报业经济新的增长点。更多还原

【Abstract】 The free newspaper is also called "the metro newspaper", since foreign journalism is practised in the beginning, and under the great desolate environment of global journalism in recent years, a dark horse, rise against the tendency. The free newspaper refers to being geared to the needs of the society the public publication, profit-making, specializing in publishing news information, advertisement, do not need to pay the newspaper that can get. It is a kind of newspaper shape with one’s own content characteristic, have its special operation mode of producing development. The free newspaper reflects the demand which society and reader change at present, comply with law on the market, represent a kind of new thinking of running a newspaper. Free newspaper in our country newspaper industry market is already budding, and presents from supplements to the competition, from "underground" "on the top" in the development situation.But free newspaper "fast-food type" and the brief news lack the characteristic, also must undertake the risk which in quite long period of time does not make money, simultaneously faces take the huge metropolis from newspaper camp such as representative’s traditional media counter-attack, the network media and so on the new media fast growth, whether did it successfully attract under the competition intense medium environment the audiences was still an unknown, had to grow strong needs many improvements strategies: For example carries on the effective market to subdivide, the localization, guarantees "the newsprinting paper" special characteristic, as well as effective release and good cost control and so on. The free newspaper also choose to be established or included in some quality paper flag with some less restriction factors by the journalism group. At information age, the free newspaper should press close to its readers, netizen in information age readers’ thinking and way of reading too naturally. Can be expected, the free newspaper will open the new space for China’s journalism, will become the point of growth of journalism with new economy.更多还原