我国免费报纸发展态势与竞争策略研究

免费报纸在我国报业市场中已崭露头角,并呈现出从“地下”到“地上”、从“自由取阅”到“定点发行”的发展态势。但在中国,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。在竞争激烈的媒介环境下发展需要进一步的竞争策略:例如进行正确的市场细分、定位,确保“新闻纸”的特质,有效发行及良好的成本控制等。

A research into development trend and competitive strategy of China's free newspaper

Free newspaper appears in China's newspaper market and experienced a trend from "underground" to "on the ground" and from "volunteer reading" to "publication at fixed sites".However,in China,free newspaper not only faces real problems of publishing loss but also faces the challenges of traditional media represented by urban newspaper and the challenges of rapid increase of new type media such as network media and so on.In intensely competitive media environment,development needs further competitive strategy such as correct market segmentation and position,ensuring characteristics of "newspaper",effective publication,good cost control and so on.