城市党报发行策略和路径初探

• 作 者: 蔡卫民
• 机 构: 南京日报经营管理部,
• 出 处: 新闻战线
• 发表日期: 2010年08期
• 关键词: 党报发行 城市党报 错位竞争 报纸定位 投递质量 目标人群 主流大报 发行公司 报纸发行 零售市场

在媒体竞争日益激烈、新媒体蓬勃兴起的新形势下,人们获取信息的渠道变得多元化、便捷化,自主选择的空间变得更大。媒体之间的竞争也从内容为王到扩展内容和服务并重,在内容相当的条件下,谁的发行服务更到位,谁就更能赢得读者。如何从自身定位出发,锁定目标人群,实现错位竞争,赢得市场主动,是媒体管理者必须思考的问题和着力追求的目标。

Under the new situation of increasingly fierce media competition and new media, the channels for people to access information have become diversified and convenient, and the space for independent choice has become larger. The competition among the media also extends from the content to the expansion of both content and services, and under the conditions of content, who’s distribution service is more in place, who can win more readers. How to set off from their own position, target population lock-in, to achieve the dislocation competition, to win the market initiative is the media managers must think about the problem and strive to pursue the goal.