The Competitiveness Research Of The 《Chengdu Economic Daily》(CED)

In the fiery market game of the newspapering in Chengdu, the 《Chengdu Economic Daily》 (CED) has become a leading paper from a self-supporting local newspaper. It enjoys the hugest circulation, draws the largest ad-income, and also has the greatest influence in the west of China. The legendary rise and the enigmatic success are worthwhile for the newspaper field and the academy to study up on from different points of view. At the same time, because of the industrial cycle changing and the economic change, the reader classifying, and the coming forth of the new media, the media in our country has entered into a so-called over-competitive environment, which brings a great challenge to the management pattern and the developing strategy. How to take full competitive advantage of CED, and how to effectively tackle the media environmental change is what CED being faced realistically. The purpose of the research is trying to generalize the succeeding way of CED, which will provide a case to the management of the similar urban newspaper.The paper integrates the correlative theories of economics and management. It begins from the result of the media competition, expressing the competitive abilities with their performance. Then it searches for the subjective and objective causes of the performance from both the external and the internal of the media organization. At last, it presents the feasible strategy of 《Chengdu Economic Daily》 to improve its competitive ability from the strategy management view.