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目前中国的报业市场,有一个不容忽视的特征,那就是同质化竞争。尤其在报业比较发达的地区,数张甚至十几张同类型的报纸同时存在,同质化竞争非常激烈,这已是一个无法回避的现实。读者每天面对众多内容、风格差不多的报纸,他们的选择余地大大增加。如何把读者的注意力更多地吸引到自己的报纸上来?本期刊发的文章《同质化竞争与报纸的成长性——<南京晨报>迅速崛起引起的思考》分析了《南京晨报》在同质化竞争中脱颖而出的成功秘诀,从而给我们这样的启示:全力打造过硬的报纸品牌,是应对同质化竞争的最有效策略。
At present, China’s newspaper market has a feature that can not be ignored. That is, it is homogeneous competition. Especially in the more developed areas of the newspaper industry, the simultaneous presence of a few sheets of newspapers or even a dozen newspapers of the same type has led to a very fierce competition for homogenization. This is an unavoidable reality. Readers face many kinds of content every day, almost the same style of newspapers, their choice has greatly increased. How to draw readers’ attention more to their own newspapers? The article published in this issue, “Homogenization Competition and the Growth of the Newspaper - Thoughts Caused by Rapid Rise of Nanjing Morning Post” In the homogenization of competition stand out from the secret of success, which gives us such inspiration: to create a strong newspaper brand, is the most effective strategy to cope with the homogenization of competition.