浅谈社会生活类报纸的市场定位

市场定位是报纸能否赢得市场,实现其传播价值的前提。随着受众类型的多样化和选择面的拓宽,“包打天下”的办报思路必将遭到淘汰。社会生活类报纸必须放弃广泛意义上的以“大众”作为传播对象,而应该把“小众化”意识作为定位准则,将市场进行细分,锁定社会上的某一特定群体作为自己的目标受众,在制作独具优势的“卖点”和树立鲜明的风格上下功夫,从而赢得受众持久的支持,在市场上站稳脚跟。

The Proper Roles of Popular Newspapers

The decision of the proper roles of a newspaper should be made at the very beginning of founding, which is the prerequisite of winning the market and realizing its value. Withe the variety of the readers and their choices, the idea of "coering everything" is out of date. As the "mass" has such characteristics as being large, complicate and varying, a popular newspaper should give up the "mass" in a wide range but focus on a certain class of readers in society as a "small population" and thus introduces its advantage "selling points" and its unique style, so as to win the readers' support and find its own position in the marked.