对都市类报纸同质化现象的解读

论文编号:DSZP017 论文字数:7809,页数:12 附任务书,开题报告,中期检查表,指导记录,答辩表

摘要:都市类报纸是伴随着改革开放应运而生的。我国的都市类报纸在内容的质量上经历了一个从稚嫩到成熟的发展阶段，而同质化现象的产生也是报业市场发展的必然结果和必须解决的难题。都市类报纸同质化现象导致了一些报纸发展途径的相继模仿和沿袭，各报纸之间的读者定位、新闻来源、版面内容、表现手法、发行时间和手段等都趋于一致，从而削弱了报纸的整体市场竞争力。如何突破都市类报纸同质化现象，是报业发展中一个亟待解决的难题。首先，内容资源作为报纸的优势资源，需发展并加以完善。无论是在内容的生产和表现上，还是在内容的开发与利用上，都需要创新竞争手段，才能在各报纸中脱颖而出。其次，发行部门是个服务部门，是专门为读者服务的。报纸订户看重的，第一是办报的质量，其次是服务。如果报纸能够首先在发行工作上面迈出差异化的步伐，也就赢得了抢占市场的先机。报纸发行利用发行渠道规避同质化，利用报刊发行的产业链延伸，从而走出自办发行重重困境。报纸发行还必须依靠自主创新，建构一个全面覆盖的网络渠道，整合多种社会资源，提升渠道网络的覆盖面。
 关键词：都市类报纸；同质化；现状；解决途径

THE INTERPRETATION OF THE CITY CLASS NEWAPAPER CONTENT HOMOGENIZATION’S
                  PHENOMENON                          
 ABSTRACT：City newspaper which is accompanied by reform and opening up has taken shape. China''''s urban newspapers on the quality of the content has undergone a development from immature to mature stage, and Content is homogeneous phenomenon is the inevitable result of the development of the newspaper market and the problem must be solved. Urban Newspapers content homogeneity led to the development of a number of ways newspapers have imitated and followed, Newspapers style between the various positioning, layout structure, reporting content, the report forms are all in line, Thus weakening the overall competitiveness of the newspaper. How to break the urban class of newspaper homogeneity is the development of a newspaper urgent problem. First of all, the content of resources as the advantages of newspaper resources required to develop and be improved. Both in content production and performance, or in content development and utilization, we need innovative means of competition to stand out in the newspaper. Value of newspaper subscribers, the first is the quality of newspaper, and the second is the service. If the newspaper can be the first step in the differential distribution of the above steps, also won seize market opportunities. Circulation to avoid use of homogeneous distribution channels, using the press release of the industry chain extension, which issued out of running the numerous difficulties. Newspapers must also rely on independent innovation, to construct a comprehensive coverage of the network channels, integrate a variety of community resources to improve the channels of the network coverage.
 KEYWORDS: Urban Newspapers, Homogenized, Status quo, Solution

目  录
绪论： 1
一、 都市类报纸同质化现象的概述 1
（一） 报纸同质化的定义 1
（二） 都市类报纸同质化的表现 1
1、 市场定位和读者定位的趋同 1
2 、 新闻来源的趋同 2
3 、 版面内容的趋同 2
4 、 表现手法的趋同 2
5、  发行时间和手段的趋同 2
二、 都市类报纸同质化根源 3
（一） 读者心理需求 3
（二） 都市类报纸综合性特征鲜明 3
（三） 新闻本土化造成新闻内容同质化 3
三 、都市类报纸同质化困境突围之路 4
（一） 重新定位与错位发展 4
（二） 加强读者市场的调查分析 4
（三） 开辟新闻采访渠道，做好独家策划 4
（四） 新闻稿件的有效组合 5
（五） 版面元素的激活 5
（六） 建立报纸品牌 5
（七） 发行服务创新 6
（八） 提高报纸工作者的综合素质 6
四、 结论 6
致谢 8
参考文献 9