| 地市都市报省城扩张模式SCP分析及行为选择研究 |
| |
| 引用本文： | 杨庆国,陈敬良,程海燕.地市都市报省城扩张模式SCP分析及行为选择研究[J].出版科学,2012,20(3):76-80. |
| |
| 作者姓名： | 杨庆国 陈敬良 程海燕 |
| |
| 作者单位： | 上海理工大学管理学院,上海,200093 |
| |
| 基金项目： | 2012年度安徽省高等学校省级优秀青年人才基金项目“农村新闻出版公共服务体系构建及其资源整合”(2012SQRW136);合肥市2011年度软科学研究项目“合肥市区域创新体系构建及资源配置优化研究”研究成果 |
| |
| 摘 要： | 以《大江晚报》开创的地市都市报省城扩张模式为案例,结合SCP理论,分析以合肥五大都市报为主的战略目标市场结构。研究表明:合肥市都市报市场集中度较高、规模经济显著、产品差异化小、进入壁垒偏高。需采取优化定价机制、实现产品差异、培育报业的核心能力以及与关联企业合作的市场行为才能产生预期绩效。
|
| 关 键 词： | 地市都市报 省城扩张战略 SCP分析 市场行为选择 定价机制 |
Research on SCP Analysis and Market Behavior Choices of Provincial Expansion Models in Local Metropolitan Newspapers |
| |
| Institution: | Yang Qingguo etc. |
| |
| Abstract: | With an example of local metropolitan newspapers’provincial expansion mode created by Dajiang Evening Paper.And based on the theory of SCP,the authors analyze target market structure leading by the top five metropolitan newspapers in Hefei.The results are: with an enterprising strategic choice model,Dajiang Evening Paper is confronted with metropolitan newspapers’structure of higher market concentration degree,significant economies of scale,small product differentiation and high barriers to entry in Hefei.As a result,only the right choice of market behaviors such as the pricing mechanism optimizing,product differentiation realizing,the newspapers’core competence cultivating and the cooperation with related enterprises makes the anticipated market performance. |
| |
| Keywords: | Local metropolitan newspapers Provincial expansion strategies Anlyzing by SCP Market behavior choices Pricing mechanisms |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
