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报纸的核心竞争力包括必读性、整体性、品牌性、独特性、不可替代性和延展性。报纸的核心竞争力主要体现在报纸本身,体现在报纸的新闻及其思想的质量上,取决于新闻采编人员的综合能力。一份报纸是否拥有核心竞争力,关键要看这张报纸是否能够满足自己核心受众的信息需求,而且是否能够保持受众对自己报纸的品牌忠诚度。提升报纸的核心竞争力,则要有准确的定位,完整的营销策略,版面的整合,人才的培养,优秀的品牌意识和核心的竞争机制,最终形成自己的报纸企业文化。
Newspaper core competencies include readability, integrity, brand, uniqueness, irreplaceability and scalability. The core competitiveness of newspapers is mainly reflected in the newspaper itself, reflected in the newspaper news and the quality of its ideas, depends on the comprehensive ability of news editors. The key to whether a newspaper possesses its core competitiveness depends on whether the newspaper can meet the information needs of its core audience and whether it can maintain the audience’s brand loyalty to its own newspaper. To enhance the core competitiveness of the newspaper, we must have an accurate positioning, a complete marketing strategy, the layout of the integration, personnel training, excellent brand awareness and core competitive mechanism, and ultimately form their own newspaper corporate culture.