区域性报业扩张式发展的路径

对于省级与市级的日报、晚报、都市报等区域性报业来说,由于这些区域报业市场总量的局限以及单一发展模式的束缚,使得这些地区的报业发展到一定程度即遭遇发展瓶颈。因此,区域报业必须转变思路,进行有形和无形的扩张,才能打破这一局限,实现向更高层面的发展。本文以“扩张”观念对区域性报业发展进行策略性的描述、分析,对区域性报业的产品、广告、发行及产业化经营提出建设性构想,以期对区域性报业如何突破现有的束缚,实现扩张式发展提供借鉴。

The Path of Regional Newspaper's Development in an Expanding Way

As far as daily, evening paper, metropolis paper at provincial or city level are concerned, their development has met their bottlenecks because of their single developing mode and limited covering areas. These newspapers must break this limitation and expand at a higher level. This paper gives a strategic analysis to regional newspapers'products, advertisements and circulation, and puts forward some suggestions of operation in order to develop in an expanding way.