地方媒体生存策略之研究(1)

TheStudyofSurvivalstrategiesoflocalMediaI48181986MBA20031II301.IIIDissertationabstractThepurposeofthisstudyistoanalyzetheenvironmentsandsurvivalstrategiesoflocalmediafromtheaspectofmanagement.ChinaDailyNewsandTaiwanNewsarechosenforcasestudybecausetheyarerepresentativeoflocalnewspaperinurbanareasinTaiwan.TheresultsshowthatthesetwoNewspaperpossessthreecorecompetitiveforces:history,crossmarketingandnewsroomstrategies,andthesuperiordeliveryoflocalnews.Withregardtohistory,thesetwopressesweretheonlypressissuedlocallyfromtheirtimeofestablishmenttotheirtimeofgrowthandstillremaintobeso.Astocrossmarketingandnewsroomstrategies,theirownershighlyemphasizethenecessityofadoptingthesestrategieswhichcontributetothesuccessandvitalityofthepress.Finally,thequalityandquantityofthelocalnewstheycoveranddeliverarealsounbeatablebyanyothermedia.Tosurviveinthefuture,localnewspaperareadvisedtoadoptthefollowingstrategies:(1)tohavesufficientcapital,(2)toperformmarketandcostanalysesforthepurposeoffixingthepricesofnewspaperandadvertisement,(3)toinvestonthedevelopmentofhumanresources,(4)toevaluatechangesinthemarket,(5)tofindanicheandhaveaclearshareinthemarket,(6)toproducelocalnewsthataresuperiorinqualityandquantity,(7)toadoptcrossmarketingandnewsroomstrategies,(8)tohavevaluechaindeconstructedandexecutedexternally.Verticalandhorizontalintegration,aswellasdiversificationofbusinessareessentialaswell.Fornewlocalnewspaper,thereisasmallchanceofsuccessbecausethesuccessofalocalnewspaperdependsontheacceptanceandrecognitionoflocalpeople.Ittakestimeforlocalpeopletogrowintothehabitofreadingaparticularnewspaper.Evenifthenewcomersareruninthebestformofbusiness,successisstilluneasy.Thecompetitioniskeenerinthoseurbanareaswherelocalnewspaperarealreadypresent.IV…………………………………………………………1………………………………………………………………………………………………..2……………………………………………………3…………………………………………………4……………………………………………………6………………………………6………………………………………………8……………………………………8……...…………………..11……..…………………………12……………………………………………..17……………………………………..17……………………………………………..21…………………………………………..28……………………………………………..33……………………………………………..37……………………………………………..37………………………………………..38…………………………………………………..42………………………………………………...42………………………………………………...43………………………………………...44……………………………….46……………………………………..46………………………………………46………………………………….47…………….48…………………...…..49V………………………….…..55………………………………………56……………………………………58…………………………………..61…………………………………...61……………………………...63………...64…………………...66…………………………....72……………………………………73…………………………………75…………79…79………………....81……………84……………………85……………………………………………………………………………………94……………………………………………………………………………………………………………………………………………..98………………………………………………………………..99…………………………………………………..104……………………………………………..1051.………………………………………………1052.…………………………………………………1123.……………………………1144.………………………………………1175.…………………………119VI…………………………-2-2……………………………..11…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………4-17……………………………………………68…………………………………………………………………………………………………………………..79VII…………………………………………………...………………4-25……………………….84…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………VIII1-1………………………………………………..42-1…………………………..72-2……………………………….172-3…………………………………………………….212-4vaulechain……………….282-5…………………………………….293-1……………………………………………….443-2……………………………………………….454-1…………………………………………….524-2…………………………………………………...745-1………………………………….96-1-MatthewKieran2002-2-----3-()-4-1-1-5-jamesF.Moore1999---2002/3p243-6-55%~60%70%80%(1991)19922000196619961966-7-19721231987networknewsnationalnewsmagazinesmetropolitannewspapercitymagazinesregionwideKaniss,1991localismMcNair,1994NationalEditorialAssociationNewspaperAssociationManager1969-8-1988196019701988199320002-1-9-31296250321882002429661517276AM319931431994199519976516034-10-1988312962501993321882002429661517276AM31993143516034199419951997619951999199619992000-11-19991999312962196019707719888319945019962-2-2-27719889877813966797963806746815827825147831994583485-12-199919958419991995OO2-3ACNielsen-13-85.9%OO95%76%OO55.2%2-42-319962001199619971998199920002001182188221176130133115956068126188187164127180211188187164170394858607236.565332123272223410485618593589528/2-41991199919911992~19961997199819992000200185.9889090.1929576.366.165.862.159.455.240.535.740.334.4292532.629.832.631.83231.96.611.815.82736ACNielsen1992~32-51997199620002001-14-19991020021030375%25%1202002199820002-5:1985198819891990199119926.245.26.36.67.312.993.85.63.64.46.53.03.534.015.944.554.534.824.736.35.44.76.40.320.390.510.640.91993199419951996199719981999200012.8712.311.469.68.567.746.946.498.106.075.04.263.63.22.01.906.55.74.03.152.942.2.91.464.754.53.83.643.23.84.373.505.56.35.64.695.24.43.02.50.90.70.670.560.5630.550.40.35:19902-6-15-2-61989%%%15693014079.9200.1