报业竞争与党报的市场发行模式

时下传播技术革命风起云涌,报业市场竞争日趋激烈,文化体制改革如火如荼,党报的发展正处于改革以来最为紧要的关口。因发行区域严格对应于行政区域,党报产生了特殊的受众结构,难以在经济上实现市场定位,市场发行遭遇"螺旋式下降"陷阱,陷入制度性困境。推进党报市场发行的豁口在于如何突破"螺旋式下降"陷阱,基本思路是:在宏观上建立财政资助体系,在微观上构建市场发行模式。

The Newspaper Competition and the Market Distribution Mode of Party Newspaper

With the constantly updated communication technologies, increasing fierce competition in the newspaper market and full swing of cultural system reforms nowadays, the development of the Party newspaper is in the most critical juncture at present. Since the Party newspaper＇ s distribution region is strictly limited to its own administrative area, the Party newspaper generates a special audience structure, which makes it difficult to conduct its market positioning in the economy. Thus the Party newspaper＇s market distribution is in a ＂downward spiral＂ trap, and it gradually falls into a systematic dilemma. The key to promoting the Party newspaper＇s market distribution is how to avoid the ＂downward spiral＂ trap. The basic ideas are establishing financial support system in the macro level, and at the same time building market distribution model in the micro level.