【作者】 方草；

【导师】 沈爱国；

【作者基本信息】 浙江大学 ， 新闻学， 2009， 硕士

【摘要】 目前,报纸的生存空间面临众多来自其他媒体的挤压,比如新兴的网络媒体和一直以强势姿态出现的电视媒体。城市周报作为近几年出现的一种报纸的新形态,该如何保持健康发展是本文要探讨的主要问题。相比其他报纸,城市周报具有鲜明的地域特色,因此了解一个城市的特点对研究城市周报的发展格局显得尤为重要。本文选取了杭州日报报业集团旗下的《都市周报》为研究样本,从杭州城市特点和整体报业环境出发,结合《周报》自身的采、编、写和经营管理特点,试探讨该周报在杭州的发展之道。本文属于实践操作层面的策略型文章,文中引用的主要数据都由《都市周报》提供。报纸作为一件特殊的商品,已经由卖方市场过渡到买方市场,伴随着周报市场日趋激烈的竞争态势,《都市周报》想要脱颖而出,就必须要对整个商品的生产流通过程有一个全盘的掌控。在广告、内容生产、流通渠道、读者这四个生产流通环节中,始终树立服务意识,靠差异取胜,细分读者、广告市场,走好品牌化经营之路。更多还原

【Abstract】 At present, newspaper’s living space is confronting many severe challenges from other media, such as emerging Internet media and television media which is always projected itself as a strong media performer. In this dissertation, City Weekly News(CWN), as a new form of the newspaper industry in recent years, will bediscussed how to continue a soundly and healthy progress in the following years.By comparing with other newspaper, CWN has a distinct territory characteristic. Therefore, it is significant important to understand a city’s culture well before identifying CWN development pattern. This article selects Hang Zhou Magazine(HZM) of Hang Zhou Daily News Group as a study sample, which is based on the culture of Hang Zhou and macro newspaper industry environment, integrated with its own specialties: information gathering, content editing, news reporting and management, to study and discuss the development progress of HZM in Hang Zhou in future.This thesis represents the strategies of HZM development progress based on practical operation theory, all quoted statistic data are provided by HZM. Newspaper as a particular product, has involved from seller market to buyer market within the increasing competition tendency of weekly news market. Today, CWN want to top other newspaper, must express a wholesale control of product distribution channels: advertisement, content editing, sales distribution channel and reader, to establish Customer service oriented system based on product differentiation, target marketidentification, advertisement control and branding management.更多还原