Analysis Of Metropolis Competition Homogenization

With the rapid development of the market and the urbanization in our county , urban newspaper appeared in the early 1990s and developed rapidly from then on. During the short period of 10 years , urban newspaper has become an important part in the newspaper market . with so many kinds of newspaper , the readers even think the contents are similar and one is enough. They all read the similar report from that many newspaper and there are few choice for them to choose. All these indicate that news report similarity on the urban newspaper has become a serious problem, which can be found from the purpose of the newspaper, the positioning of the readers ,the convergence of the contents and the forms and the similarity of the management . Therefore ,from the beginning,urban newspaper face the severe market competition . In order to survive and gain the most part of the market benefit, all the newspapers would not like to give up their integrated category positioning of catering for the mass, in addition to scarce talent, innovation absence and the tie of information system , all increase the phenomena of similarity of the urban newspaper. In one city , there even appear the "fighting" of two strong competing papers or the "scrimmage situation " of some kinds of newspaper.Although there is rationality of the similarity, there sometimes appears the competition in price and oral way during their close combat in the same city. Depressed prices in the mutual competition while expanding pages , and increasingly , urban papers are caught in a vicious competition weird circle, which can be found from the decreasing of advertisement profits , wasting of resource , weakening of media effect.All of the above seriously affected the well -development of urban newspapers. The similarity of urban newspaper needs to be solved eagerly in the competitive advertisement market. It is analysed from the content and outreach of the newspaper, the performance , reason, shortcoming and rationality of the urban newspaper similarity in the passage, meanwhile, the solution is seeking from supplying differentiation newspaper, win—win cooperation, creating brand and breakthroughing system and so on.