Research On The Competitive Strategy Of Jining Daily Institute

Since the 21st century, steep competition between the media causes many place municipal newspaper office survival difficulty, some continual several months cannot even pay the wages. From 2003, opens the local edition in abundance by the provincial level newspaper Institute external media primarily in the Jining market, the Jining local Life newspaper speeds up changes enlarges a newspaper, but Jining Television station, Jining Broadcasting station, Jining wired digit as well as Internet media rapid development, is also extruding the Jining Daily Institute's existing space. As the place "the mainstream media", the Jining Daily Institute cannot adapt the market competition new situation by far, the feeling pressure is huge. How to formulate and carry out the competitive advantage which the correct competition strategy obtains continues, is an imminent major issue.This article adopts the research technique which the comparison research and the empirical study unify, from macroscopic and microscopic management of economy angle of view, buys in the news dissemination study, the school of advertising, the economic, the management science, the biology, the psychology and so on multi-disciplinary system's theories and the method, take the Jining Daily Institute as the example, tries hard carries on the beneficial exploration to the place municipal newspaper industry market competition strategy theory and the practice. In profits from the Chinese and foreign management science and the economic, the journalistic circles experts, in the scholar thought foundation, this article in external environment macroscopic environment which, profession environment, environment of competition locates to the Jining Daily Institute to the internal environment's resources and ability, the value chain, the competitive power has carried on scientifically, the reasonable analysis, through the induction, the deduction and the innovation, unifies the Jining Daily Institute's prospect and the mission, and internationally compares the front the Michael baud's competition strategy theory the blue sea strategy theory, the Business ecosystem theory organically to fuse at present in together, creatively proposed the Jining Daily Institute should use "the Business ecosystem guidance Differentiation competition strategy". The implementation "the Business ecosystem guidance's differentiation competition strategy", the Jining Daily Institute take "the value innovation" as a foundation, through implements the product differentiation, the marketing differentiation, the operation variation and the establishment consummates the safeguard system and so on, for locates diligently the ecosystem each link particularly buyer and oneself creates more new values, then promotes own achievements enormously, realizes beneficial growth which continues, thus surmounting competitor.This article close union reality, has been the Jining Daily Institute was established since November, 1983, first will conduct the system research to the Jining Daily Institute competition strategy the paper, the paper achievement provides the theory reference for the Jining Daily Institute as well as the place municipal newspaper Institute 's development.